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Szu-Yuan Sun


Publications by Szu-Yuan Sun (bibliography)

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Chiu, Chao-Min, Lin, Hua-Yang, Sun, Szu-Yuan and Hsu, Meng-Hsiang (2009): Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory. In Behaviour and Information Technology, 28 (4) pp. 347-360. http://www.informaworld.com/10.1080/01449290801892492

As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.

© All rights reserved Chiu et al. and/or Taylor and Francis

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Sun, Szu-Yuan, Su, Chao-Fan and Ju, Teresa L. (2005): A study of consumer value-added services in mobile commerce: focusing on domestic cellular phone companies in Taiwan, China. In: Li, Qi and Liang, Ting-Peng (eds.) Proceedings of the 7th International Conference on Electronic Commerce - ICEC 2005 August 15-17, 2005, Xian, China. pp. 597-606. http://doi.acm.org/10.1145/1089551.1089659

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Sun, Szu-Yuan, Lin, Tung-Ching and Sun, Pei-Cheng (2002): The Factors Influencing Information Systems Outsourcing Partnership - A Study Integrating Case Study and Survey Research Methods. In: HICSS 2002 2002. p. 235. http://csdl.computer.org/comp/proceedings/hicss/2002/1435/08/14350235babs.htm

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