The stickiness intention of group buying websites: The integration of the commitment trust theory and e commerce success model
The success of consumer to business (C2B) group buying websites (GBWs) relies heavily on consumers' relationships with the GBWs, a topic not yet adequately investigated in the existing literature. In addition, there is a transition from the technical and/or transactional views in e commerce studies to a relational view. However, such studies have focused on business to consumer contexts. By integrating the e commerce success model and commitment trust theory, we developed a model of GBW stickiness, which is examined using data collected from 280 GBW users. The results indicated that relationship commitment, trust, and satisfaction were key determinants of stickiness intention. Theoretical and practical implications are also discussed.
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