• International Journal of Internet, Broadcasting and Communication
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• v.16 no.4
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• pp.301-314
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• 2024

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.

• Information Systems Review
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• v.16 no.1
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• pp.1-15
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• 2014

Despite the sizable growth of the group buying market, consumer complaints have recently raised skepticism about the future of these sites. Thus, building a trustworthy transaction environment has become a critical issue. In exploring a trust-building mechanism, we pay particular attention to the role of merchandisers who specialize in finding products or services and marketing them to potential buyers on group buying sites. The purpose of this study is to examine whether providing merchandiser feedback comments and performance profiles on group buying sites leads consumers to evaluate the community of merchandisers more favorably and makes them more likely to purchase products or services. Research hypotheses were tested with data obtained from 124 subjects who participated in a laboratory experiment. The results empirically demonstrate that merchandiser feedback comments and performance profiles enhance buyers' trust in the community of merchandisers participating in a group buying site. This enhanced trust, in turn, increased buyers' intention to purchase products or services through the group buying site.