International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

Factors Influencing Consumers' Stickiness Intention towards Online Community Group Buying Website: From the Social Capital Perspective

  • Li Zhang (Department of Business Administration, Yeungnam University) ;
  • Yong Ho Shin (Department of Business Administration, Yeungnam University)
  • Received : 2024.10.09
  • Accepted : 2024.10.19
  • Published : 2024.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

Currently, undergoing intense competition, it becomes a great challenge for the online community group buying (hereinafter referred to as OCGB) platforms to re-tend customers. Although researches have conducted on customers' purchase intention in the context of OCGB, there are limited studies on factors influencing customers' stickiness intention. This study develops a conceptual framework to clarify the factors influencing customers' stickiness intention towards OCGB platform by integrating TPB model, Trust Transfer Theory as well as social capital theory. A questionnaire is conducted and 502 valid samples are collected to testify the proposed conceptual model. It turns out that trust in members, trust in the website and perceived behavioral control are important influencing factors of stickiness intention. Furthermore, trust in website partially mediates the association between trust in members and stickiness intention. This research improves our understanding of the mechanisms of customers' embeddedness in the online group buying community.

Keywords

References

  1. Sanz-Blas, S., Buzova, D. and Perez-Ruiz, P. , "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Vol.162, pp.1-10, January 2021. DOI:https://doi.org/10.1016/j.techfore.2020.120350
  2. Yu, B., Shan, W., Sheu, J.-B. and Diabat, A., "Branch-and-price for a combined order selection and distribution problem in online community group-buying of perishable products," Transportation Research Part B: Methodological, Vol. 158, pp. 341-373, April 2022. DOI: https://doi.org/10.1016/j.trb.2022.03.001
  3. Net Marketing Society, 2023 China Fresh E-commerce & Community Group Buying Market Data Submission of manuscript. https://www.100ec.cn/detail--6638096.html.
  4. Guan, Z., Shi, X., Ying, H., Xue, R., and Qiao, X., "An empirical study on traditional offline retailer's switching intention towards community-based group buying program: A push-pull-mooring model," Electronic Markets, Vol. 34 No. 1, pp.18, March 2024. DOI: https://doi.org/10.1007/s12525-024-00702-6
  5. Li, J., Li, B., Shen, Y. and Tang, K., " Study on the steady state of the propagation model of consumers' perceived service quality in the community group-buying," Journal of Retailing and Consumer Services, Vol. 65, pp.1-13, March 2022. DOI: https://doi.org/10.1016/j.jretconser.2021.102882
  6. Wang, W. T., Wang, Y. S. and Liu, E. R., "The stickiness intention of group-buying websites: The integration of the commitment-trust theory and e-commerce success model," Information & Management, Vol. 53 No. 5 , pp. 625-642, July 2016. DOI: https://doi.org/10.1016/j.im.2016.01.006
  7. Song, H. G. and Jo, H., "Understanding the continuance intention of omnichannel: Combining TAM and TPB," Sustainability, Vol.15 No. 4, pp.1-20, February 2023. DOI: https://doi.org/10.3390/su15043039
  8. Elshaer, I. A., Alrawad, M., Lutfi, A. and Azazz, A. M., "Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM-fsQCA," Journal of Retailing and Consumer Services, Vol. 76, pp. 103548, January 2024. DOI: https://doi.org/10.1016/j.jretconser.2023.103548
  9. Klein, A. and Sharma, V. M., "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Vol. 64, pp. 1-47, September 2021. DOI: https://doi.org/10.1016/j.jretconser.2021.102808
  10. Liu, Y., Cai, L., Ma, F. and Wang, X. ,"Revenge buying after the lockdown: Based on the SOR framew ork and TPB model," Journal of Retailing and Consumer Services, Vol. 72, pp. 1-12,May 2023. DOI: https://doi.org/10.1016/j.jretconser.2023.103263
  11. Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., ... and Cicia, G., "Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior," Food Quality and Preference, Vol. 76, pp.1-9, September 2019. DOI: https://doi.org/10.1016/j.foodqual.2019.03.006
  12. Ajzen, I., "Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior 1," Journal of applied social psychology, Vol.32 No.4, pp.665-683, July 2006. DOI: https://doi.org/10.1111/J.1559-1816.2002.TB00236.X
  13. Sun, S., Law, R. and Schuckert, M., "Mediating effects of attitude, subjective norms and perceived behavioural control for mobile payment-based hotel reservations," International Journal of Hospitality Management, Vol. 84, pp. 1-8, January 2020. DOI: https://doi.org/10.1016/j.ijhm.2019.102331
  14. Wang, X., Wong, Y. D., Chen, T. and Yuen, K. F.m, "An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour," Journal of Business Research, Vol.142, pp. 1053-1067, March 2022. DOI: https://doi.org/10.1016/j.jbusres.2022.01.042
  15. Tang, L. and Jiang, J., "Enhancing the Combined-TAM-TPB model with trust in the sharing economy context: A meta-analytic structural equation modeling approach," Journal of Cleaner Production, Volume 442, pp. 1-20, February 2024. DOI: https://doi.org/10.1016/j.jclepro.2024.141168
  16. Yang, R. and Qi, Y. "Neighbourhood governance, citizen initiatives and media application: Investigating community group buying during shanghai's COVID lockdown, " International Journal of Disaster Risk Reduction, Vol. 93, pp. 1-13, July 2023. DOI: https://doi.org/10.1016/j.ijdrr.2023.103793
  17. Kim, S. and Park, H., "Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance, " International Journal of Information Management, Vol. 33 No. 2, pp. 318-332, April 2013. DOI: https://doi.org/10.1016/j.ijinfomgt.2012.11.006
  18. Senali, M. G., Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Asadi, S. and Rejeb, A., "Determinants of trust and purchase intention in social commerce: Perceived price fairness and trust disposition as moderators," Electronic Commerce Research and Applications, Vol. 64 No. 2, pp. 1-13, March 2024. DOI:https://doi.org/10.1016/j.elerap.2024.101370
  19. Wang, Y. and Li, H., "Trust transfer effect: The impact of effective market order on tourists' purchase behavior, " Annals of Tourism Research, Vol. 105, pp. 1-14, March 2024. DOI: https://doi.org/10.1016/j.annals.2024.103725
  20. Stewart, K. J., " How hypertext links influence consumer perceptions to build and degrade trust online," Journal of Management Information Systems, Vol. 23 No. 1, pp. 183-210, December 2014. DOI: https://doi.org/10.2753/MIS0742-1222230106
  21. Liu, L., Lee, M. K. O., Liu, R. and Chen, J., "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Vol.41, pp. 1-13, August 2018. DOI: https://doi.org/10.1016/j.ijinfomgt.2018.02.006
  22. Robert, L. P., Denis, A. R. and Hung, Y. T. C., "Individual Swift Trust and Knowledge-Based Trust in Face-to-Face and Virtual Team Members," Journal of Management Information Systems, Vol. 26 No. 2, pp. 241-279, December 2014. DOI: https://doi.org/10.2753/MIS0742-1222260210
  23. Kuan, H.-H. and Bock, G.-W., "Trust transference in brick and click retailers: An investigation of the before-online-visit phase," Information & Management, Vol. 44 No. 2, pp. 175-187, March 2007. DOI: https://doi.org/10.1016/j.im.2006.12.002
  24. Stewart, K. J., "Trust Transfer on the World Wide Web," Organization Science, Vol.14 No. 1, pp. 5-17, February 2003. DOI: https://doi.org/10.1287/orsc.14.1.5.12810
  25. Shao, Z., Zhang, L., Brown, S. A. and Zhao, T., "Understanding users' trust transfer mechanism in a blockchain-enabled platform: A mixed methods study," Decision Support Systems, Vol. 155, pp. 1-12, April 2022. DOI: https://doi.org/10.1016/j.dss.2021.113716
  26. Kang, K., Lu, J., Guo, L. and Li, W., "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms," International Journal of Information Management, Vol. 56, pp. 1-16, February 2021. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102251
  27. Jeong, S. W., Ha, S. and Lee, K.-H., "How to measure social capital in an online brand community? A comparison of three social capital scales," Journal of Business Research, Vol. 131, pp. 652-663, July 2021. DOI: https://doi.org/10.1016/j.jbusres.2020.07.051
  28. Wong and Lee, "Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital," Journal of Retailing and Consumer Services, Vol. 65, pp. 1-14, December 2021. DOI: https://doi.org/10.1016/j.jretconser.2021.102866
  29. Meek, Ryan, Lambert, and Ogilvie, "A multidimensional scale for measuring online brand community social capital (OBCSC)," Journal of Business Research, Vol. 100, pp. 234-244, March 2019. DOI: https://doi.org/10.1016/j.jbusres.2019.03.036
  30. Li, M. and Ma, Q. H. , " 'Do not impose on others what you desire.' Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Vol 65, pp. 1-11, March 2022. DOI: https://doi.org/10.1016/j.jretconser.2021.102887
  31. Wong, A., "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Vol. 70, pp. 1-12, September 2022. DOI: https://doi.org/10.1016/j.jretconser.2022.103143
  32. Chiu, C.-M., Hsu, M.-H. and Wang, E. T. G., " Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories," Decision Support Systems, Vol. 42 No. 3, pp. 1872-1888, December 2006 DOI: https://doi.org/10.1016/j.dss.2006.04.001
  33. Tsai, J. C.-A. and Hung, S.-Y., "Examination of community identification and interpersonal trust on continuous use intention: Evidence from experienced online community members," Information & Management, Vol. 56 No.4 , pp. 552-569, June 2019. DOI: https://doi.org/10.1016/j.im.2018.09.014
  34. Li, S., Modi, P., Wu, M. S. S., Chen, C. H. S. and Nguyen, B. (2019). "Conceptualizing and validating the social capital construct in consumer-initiated online brand communities (COBCs)," Technological Forecasting and Social Change, Vol. 139, pp. 303-310, February 2019. DOI: https://doi.org/10.1016/j.techfore.2018.11.018
  35. Yang, X., "Understanding Consumers' Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA," Journal of Theoretical and Applied Electronic Commerce Research, Vol.16 No. 5, pp. 1557-1570, May 2021. DOI: https://doi.org/10.3390/jtaer16050087
  36. Li, C., Li, H., Suomi, R. and Liu, Y., "Knowledge sharing in online smoking cessation communities: A social capital perspective," Internet Research, Vol. 32 No. 7, pp. 111-138, December 2022. DOI: https://doi.org/10.1108/INTR-03-2020-0113
  37. Doney, P. M. and Cannon, J. P., "An examination of the nature of trust in buyer-seller relationships," Journal of Marketing, Vol. 61 No. 2, pp. 35-51, April 1997. DOI: https://doi.org/10.1177/002224299706100203
  38. Van Slyke, C., Ilie, V., Lou, H. and Stafford, T. (2007). "Perceived critical mass and the adoption of a communication technology," European Journal of Information Systems, Vol. 16 No. 3, pp. 270-283, December 2017. DOI: https://doi.org/10.1057/palgrave.ejis.3000680
  39. Nahapiet, J. and Ghoshal, S., "Social capital, intellectual capital, and the organizational advantage," Academy of Management Review, Vol. 23 No.2, pp. 242-266, April 1998. DOI: https://doi.org/10.5465/amr.1998.533225
  40. Molinillo, S., Anaya-Sanchez, R. and Liebana-Cabanillas, F., "Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites," Computers in Human Behavior, Vol. 108, pp. 1-12, April 2019. DOI: https://doi.org/10.1016/j.chb.2019.04.004
  41. Chen, J. and Shen, X. L., "Consumers' decisions in social commerce context: An empirical investigation," Decision Support Systems, Vol. 79, pp. 55-64, November 2015. DOI: https://doi.org/10.1016/j.dss.2015.07.012
  42. Hsu, M. H., Chang, C. M., Chu, K. K. and Lee, Y. J., "Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean IS success model and trust," Computers in Human Behavior, Vol. 36, pp. 234-245, July 2014. DOI: https://doi.org/10.1016/j.chb.2014.03.065
  43. Tse, S. Y., Wang, D. T. and Zhang, T. J., "The effects of distributor relationship commitment and relationship exploration on opportunism: The moderating roles of exchange uncertainties and network factors," Industrial Marketing Management, Vol. 83, pp.301-313, November 2019. DOI: https://doi.org/10.1016/j.indmarman.2019.05.004
  44. Koufaris, M., "Applying the technology acceptance model and flow theory to online consumer behavior," Information systems research, Vol. 13 No. 2, pp. 205-223, June 2002. DOI: https://doi.org/10.1287/isre.13.2.205.83
  45. Anderson, J. C. and Gerbing, D. W., "Assumptions and comparative strengths of the two-step approach comment on Fornell and Yi," Sociological Methods & Research, Vol. 20 No. 3, pp. 321-333, February 1992. DOI: https://doi.org/10.1177/0049124192020003002
  46. Fornell, C. and Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error," Journal of marketing research, Vol. 18 No.1, pp. 39-50, February 1981. DOI: https://doi.org/10.1177/002224378101800104
  47. Cenfetelli, R. T. and Bassellier, G., "Interpretation of formative measurement in information systems research," MIS Quarterly, Vol. 33, No. 4, pp. 689-707, December 2009. DOI: https://doi.org/10.2307/20650323
  48. Hair, J.F., Risher, J.J., Sarstedt, M., and Ringle, C.M., "When to use and how to report the results of PLS-SEM," European Business Review, Vol. 31 No. 1, pp. 2-24, January 2019. DOI: https://doi.org/10.1108/EBR- 11-2018-0203
  49. Henseler, J., "Partial least squares path modeling," Advanced methods for modeling markets, pp. 361-381, 2017. DOI: https://doi.org/10.1007/978-3-319-53469-5_12
  50. Cohen, J., "Set correlation and contingency tables," Applied psychological measurement, Vol. 12 No. 4, pp.425-434, December 1988. DOI: https://doi.org/10.1177/014662168801200410
  51. Baron, R. M. and Kenny, D. A., "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," Journal of personality and social psychology, Vol. 51 No. 6, pp. 1173-1182, July 1986. DOI: https://doi.org/10.1037/0022-3514.51.6.1173
  52. Chiu, C. M., Hsu, M. H., Lai, H. and Chang, C. M., "Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents," Decision Support Systems, Vol. 53 No. 4, pp. 835-845, November 2012. DOI: https://doi.org/10.1016/j.dss.2012.05.021
  53. Liu, Z., Niu, Y., Guo, C. and Jia, S., "A vehicle routing optimization model for community group buying considering carbon emissions and total distribution costs," Energies, Vol. 16 No. 2, pp.1-20, January 2023. DOI: https://doi.org/10.3390/en16020931