Earticle

초록

영어

Currently, undergoing intense competition, it becomes a great challenge for the online community group buying (hereinafter referred to as OCGB) platforms to re-tend customers. Although researches have conducted on customers’ purchase intention in the context of OCGB, there are limited studies on factors influencing customers’ stickiness intention. This study develops a conceptual framework to clarify the factors influencing customers’ stickiness intention towards OCGB platform by integrating TPB model, Trust Transfer Theory as well as social capital theory. A questionnaire is conducted and 502 valid samples are collected to testify the proposed conceptual model. It turns out that trust in members, trust in the website and perceived behavioral control are important influencing factors of stickiness intention. Furthermore, trust in website partially mediates the association between trust in members and stickiness intention. This research improves our understanding of the mechanisms of customers’ embeddedness in the online group buying community.

목차

Abstract
1. INTRODUCTION
2. THEORY BACKGROUND AND HYPHOTHESIS
2.1 Theory of Planned Behavior (TPB) Related Research
2.2 Trust Transfer Theory Related Research
2.3 Social Capital Theory Related Research
3. RESEARCH METHODOLOGY
3.1 Research framework
3.2 Measurement development
3.3 Survey administration
3.4 Data analysis
4. DISCUSSION AND CONCLUSION
5. LIMITATIONS AND FUTURE RESEARCH
REFERENCES

키워드

저자

• Li Zhang [ Doctoral Student, Department of Business Administration, Yeungnam University, Korea ]
• Yong Ho Shin [ Professor, Department of Business Administration, Yeungnam University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380