A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior

The purpose of this study is to propose an extended model of Theory of Planned Behavior (TPB) by incorporating constructs drawn from the model of Expectation Disconfirmation Theory (EDT) and to examine the antecedents of users’ intention to continue using online shopping (continuance intention). Prior research has demonstrated that TPB constructs, including attitude, subjective norm, and perceived behavioral control, are important factors in determining the acceptance and use of various information technologies. These factors, however, are insufficient to explain a user's continuance intention in the online shopping context. In this study we extended TPB with two EDT constructs—disconfirmation and satisfaction—for studying users’ continuance intention in the online shopping context. By employing longitudinal method with two-stage survey, we empirically validated the proposed model and research hypotheses.