EXAMINING CONSUMER CONTINUANCE INTENTION IN SOCIAL MEDIA AND ONLINE SHOPPING CONTEXT

Along with rapid development of modern information and communication technologies, various traditional industries like clothes, daily necessities, books, 3C digital, agricultural products and fresh products begin to utilize Internet and E-commerce platform to expand enterprise marketing channels. Besides actively developing offline business, online business is also initiated to occupy the market. Additionally, based on gradual popularization of Internet and mobile terminal device, as well as united vertical integration, development and expansion of currently popular social media and social interpersonal network, social media have become indispensable important tools in people's daily life. Social media also break through the initial communication function as social utility. In response to popularity of social media such as WeChat in consumers' interpersonal social network, the business mode of " social media + online shopping " appears and evolves into prevailing "social shopping". Its characteristic is especially embodied by WeChat friend circle and WeChat group, so that various types of social shopping become emerging online shopping modes. With social shopping business mode of "WeChat + Taobao" as the background, this study investigates consumers' continuous intention and motivation to use. The research results discover that the relationship among word of mouth(WOM), perceived quality, perceived value, satisfaction and consumer continuance intention are all significant. In addition, this proposed research model probes that satisfaction plays as the key predictor in the influence of consumer continuance intention. Finally, all the proposed findings of this research would provide proper and important comments and suggestions with implications for the academic and practical meanings, including research limitations and future research direction.