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Characteristics of online group-buying website and consumers intention to revisit: the moderating effects of visit channels

Author

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  • Tong Che

    (Soochow University)

  • Zeyu Peng

    (East China University of Science and Technology)

  • Zhongsheng Hua

    (Zhejiang University)

Abstract

Online group-buying (OGB) is a relatively new market, but has attracted much academic attention. Under intensive competition, it is essential for OGB websites to maintain customers’ revisit. This paper identified three context-specific characteristics of an OGB website and investigated the impact of these features on customers’ revisit intention. Furthermore, the effects of these features were proposed to vary among different visit channels. A theoretical model was developed and tested based on 258 valid responses collected through an online survey. The results indicated the distinct effects of OGB features and supported the contingent impact of visit channels. Specifically, timeliness and inconsistency had stronger negative influence on revisit intention for indirect visitors, while the effect of richness is significant for both the direct and indirect visitors.

Suggested Citation

  • Tong Che & Zeyu Peng & Zhongsheng Hua, 2016. "Characteristics of online group-buying website and consumers intention to revisit: the moderating effects of visit channels," Electronic Commerce Research, Springer, vol. 16(2), pages 171-188, June.
    • Handle: RePEc:spr:elcore:v:16:y:2016:i:2:d:10.1007_s10660-016-9214-y
    DOI: 10.1007/s10660-016-9214-y
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    References listed on IDEAS

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    Cited by:

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    3. Yao Tang, 2023. "A product strategy for daily deal campaigns utilizing demand expansion and consumer leakage," Electronic Commerce Research, Springer, vol. 23(3), pages 1861-1883, September.

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