تئوری رفتار برنامه ریزی (TPB) و رضایت مشتری در ادامه استفاده از خدمات الکترونیکی : مدل یکپارچه

This study has devoted much effort to developing an integrated model designed to predict and explain an individual’s continued use of online services based on the concepts of the expectation disconfirmation model and the theory of planned behavior. Empirical data was collected from a field survey of Cyber University System (CUS) users to verify the fit of the hypothetical model. The measurement model indicates the theoretical constructs have adequate reliability and validity while the structured equation model is illustrated as having a high model fit for empirical data. Study’s findings show that a customer’s behavioral intention towards e-service continuance is mainly determined by customer satisfaction and additionally affected by perceived usefulness and subjective norm. Generally speaking, the integrated model can fully reflect the spirit of the expectation disconfirmation model and take advantage of planned behavior theory. After consideration of the impact of systemic features, personal characteristics, and social influence on customer behavior, the integrated model had a better explanatory advantage than other EDM-based models proposed in prior research.