ANTECEDENTS AND OUTCOME OF SATISFACTION ON CONTINUANCE INTENTION IN ONLINE SHOPPING
With the rapid growth of digital commerce, identifying the factors that drive consumer satisfaction and continuance intention in online shopping has become increasingly important. This study investigates the antecedents of satisfaction, namely information quality, system quality, perceived usefulness, and social influence, and examines how satisfaction influences continuance intention within the context of online shopping in Malaysia. A quantitative approach was employed, with data collected from 230 respondents through an online survey and analyzed using the Statistical Package for the Social Sciences (SPSS) version 26. The findings indicate that all four independent variables significantly influenced satisfaction, with perceived usefulness emerging as the strongest predictor, while social influence had the weakest but still significant effect. Satisfaction was further identified as the critical determinant of continuance intention, underscoring its central role in sustaining online consumer behavior. The study offers both theoretical and practical implications, demonstrating that technical system attributes and user perceptions must be prioritized to enhance satisfaction and strengthen consumer loyalty. For practitioners, the results suggest that improving system performance, ensuring accurate and reliable information, and enhancing perceived usefulness are vital strategies for building trust and encouraging repeated online purchases. Overall, this research contributes to a deeper understanding of the drivers of satisfaction and continuance intention in Malaysia’s online shopping context, providing actionable insights for digital marketers and platform providers to sustain long-term growth in the digital marketplace.
JEL Classifications: M1, M150, D12
Keywords: Online shopping, Information quality, System quality, Social influence, Continuance intention.
