The Influence of Psychological, Situational and the Interactive Technological Feedback-Related Variables on Customers’ Technology Adoption to Use Online Shopping Applications

Abstract The study aims to explore the predictors of customers’ online shopping attitudes and their influence on customers’ e-satisfaction, behavioral intention, and continuance intention to use online shopping applications during coronavirus outbreaks. A unique integrated model was validated by incorporating the expectation-confirmation model, Health Belief Model, and technology acceptance model, along with psychological (i.e., perceived threats), situational (e.g., physical distance), and the interactive technological feedback-related variables (i.e., online review). The data were collected from 410 respondents and analyzed by Structural Equation Modeling using SMART PLS3. The results depicted that attitude is predicted by usefulness and ease of use, while the behavioral intention was predicted by online review, physical distance, perceived threats, ease of use, usefulness, and attitudes. Moreover, the customers’ expectation’s confirmation influences e-satisfaction and usefulness. Similarly, the ease of use, usefulness and attitudes, e-satisfaction, and intention predicted continuance intention. Besides, behavioral intention mediated the influence of online review, ease of use, usefulness, threats, and physical distance except attitudes on continuance intention. Finally, usefulness and e-satisfaction mediate the influence of confirmation on continuance intention. The study contributes to the existing literature integrating psychological, situational, and interactive technological feedback-related variables into expectation confirmation theory, Health Belief Model, and technology acceptance model.