Yao-Chuan Chang
ZZU Sias International University sports innovation center No.168.
Renmin E.Rd.Xinzheng Zhengzhou City, China

Chuan-Ming Cai*
JIMEI University Address No.185.jimei Yingjiang Road
Xiamen.P.R. China
* Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Feng-Yi Chang
National Penghu University of Science and Technology
Penghu County 880, Taiwan



Purpose –The purpose of this paper is to show how belief disconfirmation and Country image enhances repurchase intention for online sportswear shopping.
Design/Methodology/approach–This study adapts the viewpoint of expectation disconfirmation theory (EDT) to explain repurchase intention. Based on a survey of 297 website users in Taiwan, the structural equation model has been applied to examine the influence process from a user satisfactory context to personal cognitive beliefs, and thus repurchase intention.
Findings – Our empirical results show that all the disconfirmation of belief constructs tested have a significant effect on satisfaction. Satisfaction exerts a significant effect on repurchase intention while brand image has only limited effects.
Practical implications –To sustain a successful shopping website, attention must be paid to enhancing user’s delivery and product value disconfirmation, enlarging country image. Practitioners can apply the findings of this study to focus on the determinants of success for their ecommerce.
Originality/value –The originality of this research is its explanation of system adoption behavior, which combines the core of IS success with SCT, links user satisfaction to intention to use, and concerns behavior within a specific context.

Keywords: Marketing, Purchasing, Expectation Disconfirmation Theory, Repurchase Intention, Country Image

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