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Understanding Group-Buying Websites Continuous Use Behavior: A Use and Gratifications Theory Perspective

Author

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  • Chien-Wen Chen

    (Department of Business Administration, Feng Chia University, Taiwan)

  • Pei-Hsin Yu

    (Ph.D. Program in Business, Feng Chia University, Taiwan)

  • Yi-Jing Li

    (Corporate Synergy Development Center, Taiwan)

Abstract

The success of online shopping depends on customers' revisits and repurchases. Previous studies related to online group-buying mainly focused on the effects of social and economic factors on the customer's usage of online group-buying websites; however, no research has discussed the effect of psychological motivations on this issue. This study proposes a theoretical model by integrating the information system continuance model (ISCM) and uses and gratifications theory (UGT) to test the factors affecting repurchase intention and continuous revisits in online group-buying. Data for this study were collected from 310 Taiwanese online group-buying shoppers who had experience of online shopping. The results show that satisfaction is an effective predictor of repurchase intention and continuous revisits, whereas entertainment, passing time, information seeking, and confirmation are significant antecedents of satisfaction. Our results report that confirmation has a positive effect on information usefulness, whereas information usefulness has a positive influence on continuous revisits. This study makes noticeable contributions to the literature on UGT and ISCM. The findings may help both academics and proprietors gain insights into how to motivate revisit and repurchase intentions in an online group-buying context.

Suggested Citation

  • Chien-Wen Chen & Pei-Hsin Yu & Yi-Jing Li, 2016. "Understanding Group-Buying Websites Continuous Use Behavior: A Use and Gratifications Theory Perspective," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 12(2), pages 177-204, August.
    • Handle: RePEc:jec:journl:v:12:y:2016:i:2:p:177-204
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    References listed on IDEAS

    as
    1. Kim, Byoungsoo, 2012. "The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents," Telecommunications Policy, Elsevier, vol. 36(1), pages 69-81.
    2. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    3. Xiaoqing Jing & Jinhong Xie, 2011. "Group Buying: A New Mechanism for Selling Through Social Interactions," Management Science, INFORMS, vol. 57(8), pages 1354-1372, August.
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    Cited by:

    1. Chien-Wen Chen & Serhan Demirci, 2019. "Understanding Mobile Data Services’ Continuance: The Role of Enjoyment and Media Richness," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(3), pages 347-369, December.
    2. Chen, Chia-Chen & Hsiao, Kuo-Lun & Li, Wan-Chen, 2020. "Exploring the determinants of usage continuance willingness for location-based apps: A case study of bicycle-based exercise apps," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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    More about this item

    Keywords

    online group-buying; IS continuance model; uses and gratifications theory; continuance visiting; repurchase intention;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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