The purpose of this study is to integrate perceived quality and flow of e-shopping into the technology acceptance model (TAM) to gain insight into online customer satisfaction (called e-satisfaction hereafter) and website loyalty (called e-loyalty hereafter). In order to achieve the purpose, the proposed research model was tested using data from 416 effective questionnaires and analyzed using structural equation modeling. The results showed that perceived quality of e-shopping, which was categorized into perceived information, perceived system, and perceived service quality, has a significant and positive influence on perceived usefulness and ease of use. We also found that perceived ease of use has a significant and positive impact on flow. E-satisfaction was determined by three key drivers: perceived usefulness, perceived ease of use and flow. Finally, both e-satisfaction and flow were seen to significantly influence e-loyalty on a positive level. Based on the findings, managerial implications are discussed in this paper and directions for future research are also highlighted.
- Perceived quality of e-shopping
- Technology acceptance model