The Model Construction And Empirical Research Of Consumer’s Continuance Intention On Using E-Commerce Web Sites

The21st century is the era of network information, the development of the network brings the innovation of marketing theory. E-commerce as one of the derivative function of internet development has also gradually accepted by consumers, the attitudes of consumers towards the use of e-commerce web sites have evolved from initial attempt to nowadays habitual continuous use. But as time propulsion, new netizens growth falls and the transformation for old netizens is weak, and network shopping user scale growth has slowed and competition of e-commerce sites heats up, and each of the major e-commerce site has experienced the phenomenon of the loss of the user. In this case, keeping old users and reducing the loss of users become key factors influencing the development of e-commerce business and e-commerce platform, and now studying factors affecting consumers continued use of e-commerce websites is of great significance.Because consumers and suppliers through network platform interactively finish network shopping, consumers are internet users and commodity buyers. So factors affecting consumers continued use of e-commerce websites contain both consumer oneself and e-commerce websites. Based on related theory of literature research about information technology accepted theory, expectation confirmation theory, customer satisfaction theory, customer loyalty theory and social cognition theory, the study summarized direct and indirect influence factors about consumers continued use of e-commerce websites, and these factors are consumer perception performance, customer satisfaction, expectations confirm degree and contributing factor, and the study constructed study model according to the ECT-IT theory and put forward research hypothesis. Consumer perception performance resulting from factors about consumer Perception of e-commerce web site can be divided into perceived usefulness, perceived ease of use, perceived quality and perceived entertainment four variables; and contributing factor resulting from consumer oneself can be divided into subjective norms, habits, self-efficacy and switching cost four dimensions.The study used methods of empirical research, and built the initial questionnaire with the help of predecessors maturity scale, and with the result of small area of former test, the final questionnaire was shaped by improving the questionnaire. There are249valid questionnaires as samples by means of investigating353consumer of online shopping. The study analyzed sample data by SPSS19.0with the method of descriptive statistics analysis, reliability test and exploratory factor analysis, and by AMOS17.0with the method of confirmatory factor analysis, structural equation path analysis and analysis of factors influencing the effect. The final validation of this study assumes that all established.The empirical study showed that the biggest influential factor of the willingness of continuous use was consumer perception performance, the second were expectations confirm degreeand customer satisfaction, the smallest was contributing factor. Perceived usefulness, perceived ease of use, perceived quality, perceived entertainment, habits, self-efficacy and switching cost had a direct or indirect effect on the willingness of continuous use. According to the conclusion, the study proposed six management advices. The paper analyzed the limitation of research and came up with the prospects for future research.