Online Consumer Stickiness: A Longitudinal Study

The growth in e-commerce has been mainly in B2B, while B2C is still facing major hurdles associated with consumer acquisition and retention. In the evaluation of B2C businesses, the focus is shifting from measures of visitor attraction such as pageviews and click-through ratios to measures of consumer retention such as stickiness. Most prior research focused on explaining/ predicting the intention to adopt and the usage of online shopping rather than repeated behavior such as repurchase. In this study, we develop and empirically validate a model explaining online consumer stickiness as measured by repurchase. The results provide strong support for the importance of satisfaction in explaining repurchase and for the moderating effect of online shopping habit on the relationship between satisfaction and repurchase. The implications of these findings for theory and practice are discussed.

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