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The Drivers of Continuance Intention of Online Shopping of Clothes in Angola
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Orientador(es)
Resumo(s)
The increasing number of shoppers who buy clothes online raises the interest in understanding what promotes their continuance of buying in this channel. This study seeks to understand what the drivers of usage continuance intention of online clothes shopping are. The proposed research model is based on the expectation confirmation model (ECM), by adding the enjoyment construct and the trust as moderator effect. An online survey with 233 respondents in Angola was conducted and the data were analyzed with the partial least squares (PLS). The results indicate that satisfaction and enjoyment are the fundamental predictors of continuance intention and that it is also indirectly influenced by confirmation and perceived usefulness. The model explains 54.9% of the variation in continuance intention. With the findings of this study, online stores of clothing have a better understanding of their customers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Continuance intention expectation confirmation model clothes Angola