While mobile shopping (m-shopping) is convenient in the age of mobile commerce, many people still discontinue their shopping using mobile devices even though they have the experience. Therefore, it is important for the m-shopping providers to understand the determinants of m-shopping continuance. This study extended Expectation-Confirmation Model (ECM) to examine the determinants of m-shopping continuance by incorporating trust. There were 244 effective questionnaires obtained for survey analysis. The results showed that trust can overcome the limitations of ECM on predicating m-shopping continuance and improve the explanatory power of initial ECM. 行動購物在行動商務的時代下非常方便，雖然許多人已經有行動購物的經驗，但其仍然未能持續使用行動設備來進行購物，因此對行動購物服務的提供者而言，了解持續使用行動購物的影響因素非常重要。期待確認模式常被用來探討資訊科技的持續使用行為，然其發展著重於人的外顯動機而忽略了人的內在動機。本研究基於行動交易之隱私與安全性考量，將信賴與期待-確認模式結合以探討持續性行動購物的行為，並使用244份有效問卷進行分析，結果顯示信賴可以改善原有期待-確認模式對持續性行動購物的解釋能力。
關聯:
International Journal of Electronic Business Management vol. 10, no. 1 pp.29-37
