An Empirical Study of Online Reputation System Continuance

Online reputation system (ORS) has caught great attention recently because it not only relieved the difficulties of information overload and purchase trust that consumers were facing in the online transaction, but facilitated and stimulated their online purchase willingness. Understanding the determinants of ORS continuance intention was thus crucial for professional ORS Websites in order to bring the ORS benefits into full play. Integrating with the construct of trust, a post- acceptance model of IS continuance was applied in this study. Samples were actual buyers randomly collected from the most famous and biggest e-marketplace in Taiwan, and 950 valid responses were received via the Web-questionnaire survey. Findings confirmed that consumers´ disconfirmation towards ORS significantly and positively influenced their perceived usefulness, trust, satisfaction and ORS continuance intention. A critical practical alert was thus raised and suggestions in terms of ORS design and management were proposed for Website practitioners and managers.