Heliyon (Oct 2021)
A retentive consumer behavior assessment model of the online purchase decision-making process
Abstract
Nowadays, most shoppers use e-business online platforms. However, consumer behaviors need to be studied in terms of satisfaction and the intention to purchase and re-purchase according to the online shopping process because online shopping platforms still have influenced their usage behaviors. This work proposes a retentive consumer behavior assessment model of the online shopping platforms through integration of Technology Acceptance Model and Online Purchase Decision-Making Process with two input factors: Trust and Quality. A questionnaire designed according to all factors from the proposed conceptual model is used to collect data from a sample group. The participants of this study are 384 respondents who have experienced using online shopping platforms. The data is used to analyze causal relationships through the use of structural equation modeling. The results showed that the proposed model can be explained for the relationship with consistent E-Business platforms affecting purchase and continue to purchase (re-purchase or recommend) behaviors of online trading users, and it also can be used to assess purchasing behaviors and repeating purchases of online consumers through 3 types of E-businesses: E-commerce, M-commerce, and S-commerce. The benefit of this study will help online shopping businesses to strategize the development of designed platforms for consumers' needs.
