Online shopping creates opportunities for businesses to reach consumers globally and directly. However, retaining consumers has been challenging for many online vendors as the e-environment is highly competitive. Thus, this study investigated the continuance intention and its determinants using a combination of the expectation-confirmation theory (ECT) with perceived competitive price, to explain online shopping continuance intention. Based on a sample of 370 students collected from the UCSI University Kuala Lumpur, this study found that the perceived competitive price influences expected service quality, and the expectation-confirmation subsequently determines repurchase intention. This study demonstrates that investigating the perceived competitive price as key driver of online shopper’s expectations amplifies the understanding of future researchers, considering that ECT’s validity has been strongly established in online shopping. The results demonstrate the need for online vendors need to prioritize competitive pricing to stimulate repurchase intention of customers.