Sustaining Online Shopping: Moderating Role of Online Shopping Motives

This research tests the effects of Technology Acceptance Model factors (usefulness, enjoyment, and ease of use) on the use of the online channel for information search and online purchase in the post-adoption context. By applying the Prospect Theory and introducing the concept of motivational approach–avoidance conflict, this research also examines the moderating role of the simultaneous online shopping motives of pursuing benefits and avoiding risks in online shopping behaviors. Multi-group comparisons across shoppers with high/low motivational conflict (benefit perceivers vs. risk perceivers) show that online shopping motives limit the predicting power of the Technology Acceptance Model in the post-adoption context. Theoretical and practical implications are provided.