Why People Continue Use EC ?

With the dramatically develop Internet in businesses which have become a new medium to interact with customers, the challenges for Web site companies are how to design good Web system and interaction in order to retain customers and increase sales. However, customers´ shopping behaviors on World Wide Web (WWW) are still inconclusive. In the compelling online environment, understanding how online consumers act is important in today´s digital economy. Therefore, it is important to know to retain consumers´ to shop on-line. In this study, we use Interactive Qualitative Analysis (IQA) approach to draw experienced EC consumers´ mindmap to understand why they continue to shop online. There are some finds and the implications are discussed. In addition, some managerial problem may be concerned.