The Study on the Determinants of the Online Consumers´ Intention to Return

This study integrates Technology Acceptance Model (TAM) and flow theory to explore the relationship among online consumers´ internal and external perceptive factors, and intention to return. This study examines the online consumers from Taiwan´s biggest B to C website, and questionnaire-based empirical study is used to collect data. There are 1254 valid surveys and structure equation model (SEM) is used to test the research model. We conclude that: (1) Both TAM and flow theory can be successfully integrated to explain online consumer behaviors. (2) TAM perceptive factors (perceived usefulness, perceived ease of use) are positively associated with internal perceptive factors of flow theory (perceived control, perceived enjoyment). (3) Perceived enjoyment of flow theory also has positive impact on intention to return, and perceived usefulness of TAM is positively associated with intention to return. (4) Finally, we build a best-fitted model for online consumer behavior.