Online transaction process: An experience perspective

After review of studies on online transaction process, from online consumers´ experience perspective, a online transaction process model is developed. The process is divided into two stages: the first-time experience stage and many-time experience stage. The initial purchase process is considered as first-time online transaction process, and the repurchase process as many-time online transaction process. Trust is the common factor connecting the two stages. Initial trust and ongoing trust respectively lie in the two stages. Different from previous literature focusing on one time transaction process, this study extends it to include repurchase transaction and integrate first-time experience and many-time experience into a model of online transaction process.