Literally, the exponential growth in e-commerce sic the advent of internet and it s its adoption in marketing by incumbents like Amazon .com, the behavior of the consumer through virtual market has been an elaborated critical issue for marketers and researchers. Essentially, myriad numbers of studies have been conducted by researchers and scholars, however, still the lack of proper and thorough model is felt by online product /service providers. In these paper four essential factors in understanding behavior of the consumers in virtual market is scrutinized to help decision makers and managers to maximize their return by maintaining their consumer loyalty and so by frequent purchasing intention.
For advent of the internet to the marketing arena by incumbents like amazoon.com understanding the behavior and attitude of the consumers online long has been the topic of the interest for marketer and thereby for scholars too. Primarily, the nature of shopping online is different from shopping offline where consumers can actually see, touch, and make eye-contact with seller .thus; the experience that the consumer would gain will differ substantially. As long as, the shopping experience of the consumers is deemed to be the determinants of myriad number of the consumers behavioral traits and attitudes, understanding the determinants of the consumer behavior and critical factors that would affect consumer experience both negatively and positively is noteworthy and a critical scope for extensive study and research. Due to the fact that each probable online shopper would have defined different objectives for shopping a specific product/ service multitude number of variables has found to be significant in this arena. However, the all the applied methodologies to study these variables can be categorized into three or four groups. Some researchers focus their attention to the websites environment and structure, in contrast with this folk some study the applicability of the website i.e. method of utility. However the most controversial and interesting field study encompasses the behavior and experience of the consumer that would amount to the frequent buying behavior and intention to purchase online and consumer loyalty (Featherman, & Pavlou, 2003). First and foremost, this paper shed light on some specific area in online consumer behavior including the relationship between consumer satisfactions, perceived ease of use, perceived usefulness, and intention to purchase online. Mainly, by establishing six hypothesis four confirmatory and two exploratory, this study attempts to extend the body literature spectrum in the field of study.
Key words: consumer satisfaction, perceived ease of use, perceived usefulness, intention to purchase online, online consumer behavior.
2.1 Technology Acceptance Model (TAM)
Davis et al (1989) explained TAM as a theoretical institution to elucidate and forecast the acceptance of information technology. Chiefly, this theory stemmed from Theory of Reasoned Action (TRA), which identifies tow factors of attitude and intention to perform, as motivators of social behavior (Fishbein & Ajzen, 1975) .Based on TRA, time and accessible context are two underlying factors that peoples intend to behave based on them. Literally, Total Acceptance Model theorized by Davis et al (1989), explicate the way peripheral factors affect attitude and behavioral intention. 2.2 Satisfaction
Primarily, consumer satisfaction is defined as the accumulated consumer experience (Johnson, 2001; Olsen, 2002). Moreover, there are multitudes of studies which identify consumer satisfaction as the fundamental determinant of repurchase intention (Olsen, 2007; Szymanski & Henard, 2010). DeLone & McLean (1992) pointed out satisfaction as the highly applied factor for measure of online retailer success. Thus, satisfaction can be used as one the...
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