Antecedents of consumers' intention to revisit an online group-buying website: A transaction cost perspective

被引:71
作者
Che, Tong [1 ]
Peng, Zeyu [2 ,3 ]
Lim, Kai Hin [4 ]
Hua, Zhongsheng [5 ]
机构
[1] Univ Sci & Technol China, Sch Management, Hefei 230026, Peoples R China
[2] E China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China
[3] E China Univ Sci & Technol, Res Ctr Virtual Business, Shanghai 200237, Peoples R China
[4] City Univ Hong Kong, Dept Informat Syst, Hong Kong, Hong Kong, Peoples R China
[5] Zhejiang Univ, Sch Management, Hangzhou 310003, Zhejiang, Peoples R China
基金
美国国家科学基金会;
关键词
Online group-buying; Revisit intention; Transaction cost; Visiting channel; RELATIONSHIP COMMITMENT; INTERFACE FEATURES; MEDIATING ROLE; E-COMMERCE; PLS-SEM; CUSTOMER; TRUST; WEB; SATISFACTION; PURCHASE;
D O I
10.1016/j.im.2015.04.004
中图分类号
TP [自动化技术、计算机技术];
学科分类号
080201 [机械制造及其自动化];
摘要
Consumers' revisit is essential for online group-buying (OGB) websites to enhance financial and non-financial outcomes. From the perspective of transaction cost economics (TCE), this study identifies three context-specific TCE factors, i.e., unpredictability, trust, and personalization specificity, that can directly affect consumer revisit intention. Moreover, the proposed direct effects are arguably contingent upon the type of consumers (from direct versus indirect visiting channels). Our research model is empirically validated via an online survey. The results support the hypotheses that unpredictability and trust significantly influence consumers' revisit intentions. In addition, the results indicate that the visiting channel moderates the effects of the transaction cost factors. Specifically, unpredictability has stronger negative effects on revisit intention for indirect visitors, while the positive effects of personalization and trust are stronger for direct visitors. (C) 2015 Elsevier B.V. All rights reserved.
引用
收藏
页码:588 / 598
页数:11
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