| With the social and economic development,online shopping,as a new shopping model,has entered thousands of households.How to make consumers have the continued online shopping intention after purchased has become an urgent problem for many operators of online shopping platform.For online sellers,how to improve the user experience of consumers,especially how to make customers have continued online shopping intention becomes particularly important.In this dissertation,the influencing factors of continued online shopping intention were studied in a theoretical and empirical way.Based on the background of the online shopping,this dissertation analyzed the factors of affecting continued online shopping intention from the perspective of Expectation Confirmation and Flow Experience.Using the empirical research method,a total of 357 valid sample data were collected.This dissertation found that habit direct influence on the continued online shopping intention,flow experience directly affect the continued online shopping intention,and by influencing the satisfaction indirectly affect the continued online shopping intention,online shopping self-efficacy directly influence on the continued online shopping intention,and through the influence perceived usefulness indirect impact on continued online shopping intention.Satisfaction is the first influencing factor of continued online shopping intention.At the same time,by combining the user individual characteristic factors on online shopping intention,perceived usefulness,expectations recognition,satisfaction,habits,flow experience and network shopping self-efficacy after comparing the average found these seven variables exist significant differences in Internet use experience,at the same time,continued online shopping intention,perceived usefulness and habits there were significant differences in degree.This dissertation has important theoretical and practical significance in the future development of the online shopping platform. |
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