Exploring the Effects of Information Processing Perceptions on Consumers´ Website Advice Continuance Intention

With the rapid evolution of e-commerce, individuals´ daily lives are affected not only by information systems but also by the information offered via these systems. Web store advice, which serves as a virtual salesperson to facilitate consumers´ online purchasing, is an important example, considering how frequently successful e-tailers are using this information service. However, existing information system studies mainly test consumers´ perceptions towards or re-usage of systems only: the information level has been largely neglected despite its popularity at actual Web stores. Specifically, few studies have uncovered why consumers continue to use Web store advice from the lens of information processing. This study thus pioneered the integration of perceived fit and trust into the expectation disconfirmation theory to explore consumers´ satisfaction and continuance intentions towards Web store advice at the information level. Based on empirical data, findings supported all the hypotheses proposed. Practical implications are discussed.