Trust and Habit in E-Service Continuance: An Integrated Model

Shuyan CAO, Hongxing YIN

Published : Journal of Computational Information Systems 6:11 (2010) 3595-3604

Abstract
Some of present studies based on Trust-Theory propose a model for the repurchasing behavior of the customer of online stores that sell physical products, whether those studies can be applied to users in E-Service context is not validated. They also don’t take into account other factors which have effects on the repurchasing behavior of the customer. This paper proposes an integrated model which argues that both the users’ trust in e-vendors and users’ habits of using the E-service can lead to their  continual usage of the E-service. Contrary to the opinions of Gefen [4], this paper suggests that it is
perceived usefulness and ease of use that contribute to the development of user’s habits. Surveys and experiments are conducted according to our model. The online questionnaires are sent to those who are the owner of company and who are accounting employees. The result of data shows that trust of users in service providers and users’ habits have direct positive effects on the users’ intentions to continuing using E-Service.
Keywords: Habit; e-Service; Continuous Usage

1. IntroductionSince 1997, the Information Industry in China has grown rapidly [1]. In December 2008, the number of Internet users in China rose to 298 million, surpassing the United States to become the top of the world according to the 23rd China Internet Development Statistics Report by the China Internet Network Information Center (CNNIC) [2].Clearly, there’s no doubt about the bright prospects of electronic commerce, either for online physical products stores or for online service providers. This naturally brings e-venders lots of opportunities to develop new customers. However, retaining old customers can be more . . . . . . . .. . .  (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). 

 e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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