Abstract
This paper examines key drivers of consumers' intention to continue using business-to-consumer e-commerce services. Multiple theoretical perspectives are synthesized to hypothesize a model of continuance behavior, which is then empirically tested using a field survey of online brokerage (OLB) users. Salient results include: (1) consumers' continuance intention is determined by their satisfaction with initial service use, their perceived usefulness of service use, and the interaction between perceived usefulness and loyalty incentives for service use, and (2) satisfaction and perceived usefulness are both predicted by consumers' confirmation of expectations from initial service use. Implications of these findings for e-commerce firms contemplating customer relationship management (CRM) initiatives are discussed.
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