Factors affecting user's online shopping behavior: Integrating the constraint-based and dedication-based relationship perspectives

The influence of dedication-based relationships on post-adoption behavior in recent information systems continuance literature has been explored in detail. However, such is not the case for constraint-based relationships. This study aims to examine the relationship between the antecedents and consequences of both dedication-based and constraint-based factors on information systems post-adoption using online shopping as an example. The results indicated that the antecedents of constraint-based influences - the effectiveness of online shopping websites (perceived operational competence and communication) and the perceptions of online shoppers’ closeness in the relationship (customer relationship investment and perceived cohesion) - have indirect positive effects on online shoppers’ continuance intention toward online shopping websites, as mediated by their trust in the online shopping website and their perceptions of the switching cost. The data also showed that constraint-based influences have a more significant effect than dedication-based influences (satisfaction and perceived usefulness) on the continuance intention toward online shopping websites. The paper verified the antecedents and effects of both constraint-based and dedication-based influences on online shoppers’ continued online shopping behavior. Moreover, this article validated the causal relationship between perceived cohesion and trust as well as relationship investment and perceived switching costs in the e-commerce setting.   Key words: Information system continuance, post-adoption behaviors, dedication and constraint based influences, online shopping.

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