In recent years, the emergence and the prosperity of the Internet and e-commerce not only revolutionize the patterns of conventional business trades, but also popularize online transactions. Despite the fact that the Internet marketing is a highly discussed issue in the area of popular ecommerce, a more basic problem follows to show up, that is whether consumers are able to fully trust and continuously use this new pattern of purchasing. The purpose of the study is to examine the factors that encourage consumers to adopt continuous purchasing intention based on the Expectation-Confirmation Theory. Nevertheless, such a theory can only explains the behaviors of satisfaction and purchasing from consumers, it can’t fully unveils the factors why shoppers are willing to taking advantage of the Internet shopping. As a result, in order to further explore those factors, this research investigate the effect of the intentions of how consumers are willing to use online continuously via combining Commitment-Trust Theory.
