Members' Stickiness Intention of Online Group Buying Marketplace

Abstract

Group buying is emerging as a new online buying model, in which an initiator takes the initiative and other users participate through a virtual community. A group of people who have the same need buy products online together, taking advantage of numbers to get bargains. Website stickiness, the website's ability to retain online customers and prolong the duration of each stay, is one of the key factors to e-commerce success. How to maintain members' stickiness becomes a critical issue in Information Systems (IS) study. Therefore, we aim to explore members' stickiness intention by linking justice theory and trust. The research model is based on Social cognition theory (SCT) and trust related literature. This study posits trust in marketplace, trust in initiator, and conformity as environmental influences, while collective efficacy is viewed as personal influences. We validate that member perceived distributive justice, procedure justice, and interactional justice have impact on their trust in marketplace and trust in initiator. Besides, member's perceived trust, conformity, and collective efficacy have influence on their stickiness intention.