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Volume 11 Issue 3
December 2008
B2C e-Commerce Success: a Test and Validation of a Revised Conceptual Model
Irwin Brown and Ruwanga Jayakody
University of Cape Town, Rondebosch, South Africa
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Since the advent of the Internet, B2C e-Commerce has grown substantially across the globe. Whilst much research
has examined factors influencing adoption of e-commerce, not as many studies have investigated the post-adoption
phenomenon of success. Those studies that have investigated IS success and the extensions required to accommodate
e-commerce have mainly been conceptual. Few have attempted to test and validate the models empirically. The purpose
of this study was to fill this gap. By drawing from the technology acceptance model, expectation-confirmation theory
and IS success theory, a revised conceptual model was derived. The model and relationships were tested and validated
using data gathered from 166 online consumers in South Africa. Seven interrelated dimensions of B2C e-commerce success
were confirmed, namely service quality, system quality, information quality, trust, perceived usefulness,
user satisfaction and continuance intentions. Direct relationships between dimensions were identified. These
showed that user intention to continue using an online retail site is directly influenced by perceived usefulness,
user satisfaction and system quality. User satisfaction is directly influenced by service quality and perceived
usefulness, whilst perceived usefulness is directly influenced by trust and information quality. Trust in the
online retailer is directly influenced by service quality and system quality. The implications of these and other
findings are discussed.
Keywords:
IS success; e-commerce success; B2C e-commerce; DeLone and McLean
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