가중화된 기대충족모형을 이용한 인터넷 쇼핑 사이트의 지속적 사용에 관한 연구

This paper investigates the value of the expectation-confirmation model(ECM) of IT continuance in the internet shopping environments and attempts to expand the ECM with consideration of users diverse internet shopping factors and their preferences. Here, the extended ECM measures the users expectation-confirmation separately at the product, site and service levels, rather than treating it a single construct as measured in the original model. Further, AHP has been used for assessing the relative importance among the shopping factors, and the priority has been used for deriving weighted expectation-confirmation levels in the model. PLS analysis shows that there are significant differences in path coefficients between the ECM and a weighted ECM. This indicates that users preferences among the diverse shopping factors need to be properly assessed to better understand the relationship between users expectation-confirmation and their continued usage behavior.