An Empirical Study On the Website Usage Behavior

An Empirical Study On the Website Usage Behavior

  In the past days, most of studies about website and Online behavior have been mainly focused on the adoption of website and Internet Shopping or Shopping mall. But the generic model of website usage behavior has not been made and the Leading Theory of website usage behavior has not been existed.   The purpose of this study consists of two parts: (1) to find the determinant variables of the website users" revisiting intention in a certain website, (2) to examine the relative influences of the variables on website usage behavior.   The framework of this study is based on the combination of some theories - Davis(1989)"s TAM, Fishbein(1975)"s TRA, Hoffman et al.(l997), Schneiderman (2000), Yoon(2002), Lee and Turban(2001), Smith et al.(2000), Sultan et al.(2002), Shankar et al.(2002a, 2002b), McKnight et al.(2002), Pan, Shankar and Ratchford(2002), Chen and Dhillon(2003), Jarvenpaa et al.(l999, 2000) etc.   Major findings of this research are summarized as follows: First, determinant of website usage behavior intention consist of 1) the attitude and 2) the trust of the website. Second, the website trust is affected by the usefulness, accuracy, design, ease of use, reputation, satisfaction experience of website. But the richness of website does not determine the trust of Website in this research model.   Finally, this research presented a conceptual and generic model of the process in website usage behavior by internet users.