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Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory

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As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.
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Keywords: e-commerce; fairness; loyalty intention; online shopping; technology acceptance model; trust

Document Type: Research Article

Affiliations: 1: Department of Information Management, National Central University, Jhongli, Taoyuan, Taiwan, Republic of China 2: Information Management Center, Chung Shan Institute of Science and Technology, Lungtan, Taoyuan, Taiwan, Republic of China 3: Department of Information Management, National Kaohsiung First University of Science and Technology, Yenchao, Kaohsiung, Taiwan, Republic of China

Publication date: 2009-07-01

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