Trust, perceived relationship investment, and the moderating role of regret proneness on continuance intention of online bookstores

Abstract

This study investigates the roles of relational factors on continuance intention of Web sites in the consumer-business context. Based on the information technology continuance model, we explore the effects of trust and perceived relationship investment on the use of online bookstores including control variables such as satisfaction and perceived usefulness. The results of our survey (N = 191) show that there are significant relationships between trust, perceived relationship investment, satisfaction, perceived usefulness, and continuance intention of Web sites. In addition, this paper employs regret proneness to explore individual differences in the switching behavior. Regret proneness moderates the effects of trust and the perception of relationship investment on the continuance intention. For individuals with low regret proneness, trust and perceived relationship investment are not significant antecedents of continuance intention. However, the relationships are positive for those with high regret proneness. Results suggests better understanding of continued use of online distribution channels. Theoretical and practical implications are discussed.