A study about the mediating effects of website attitude and trust in continuously using the website

In the past days, most of studies about users' behavior in online environments have been mainly focused on the adoption of website and internet shopping or shopping mall. But the generic model of website usage behavior has not been made and a leading theory of website usage behavior does not exist. The purpose of this study consists of two parts: (1) to find the determinant variables of the website users' continuous using intention in a certain website, (2) to examine the relative influences of the variables influencing the users' behavior in online environments. The framework of this study is based on the combination of some theories – Davis's TAM, Fishbein's TRA, Hoffman et al., Schneiderman, Yoon, Lee and Turban, Sultan et al., Shankar et al., McKnight et al., Chen and Dhillon, Heijden and so on. Major findings of this research are summarized as follows: First, determinant of website continuous using intention was affected by 1) the attitude and 2) the trust of the website except of perceived usefulness. Second, the website attitude was affected by the perceived usefulness, design, experience, reputation. But perceived ease of use did not affect the website attitude. Third, the website trust was affected by the perceived usefulness, perceived ease of use, design, experience of website. But the reputation of website did not determine the trust of website in this research model.