Antecedents of User Stickiness and Loyalty and Their Effects on Users' Group-Buying Repurchase Intention

Intense competition among a vast number of group-buying websites leads to higher product homogeneity, which allows customers to switch to alternative websites easily and reduce their website stickiness and loyalty. This study explores the antecedents of user stickiness and loyalty and their effects on consumers’ group-buying repurchase intention. Results indicate that systems quality, information quality, service quality, and alternative system quality each has a positive relationship with user loyalty through user stickiness. Meanwhile, information quality directly impacts user loyalty. Thereafter, user stickiness and loyalty each has a positive relationship with consumers’ repurchase intention. Theoretical and managerial implications are also discussed.