AN EMPIRICAL MODEL OF ONLINE BUYING CONTINUANCE INTENTION
Gheorghe Orzan (),
Claudia Iconaru and
Revista Economica, 2012, vol. Supplement, issue 3, 296-305
The aim of this paper is to propose, test and validate a model of consumers` continuance intention to buy online as a main function of affective attitude towards using the Internet for purchasing goods and services and the overall satisfaction towards the decision of buying online. The confirmation of initial expectations regarding online buying is the main predictor of online consumers` satisfaction and online consumers` perceived usefulness of online buying. Affective attitude is mediating the influence of perceived usefulness of online buying on consumers` intention to buy online. Four items were employed for each construct on a 5 point Likert Scale. Reliability and internal consistency analysis was preformed. The models` relationships are tested using least squares regression analysis.
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