Online group buying is a new form of e-business model, the lack of user stickiness is a critical issue for the development of the online group buying. Drawing on Expectation Confirmation Model and Technology Acceptance Model, we propose a research model on customers’ continuous intention, which is examined with the data collected from users on the online group buying platforms. Our findings suggest the importance of perceived value, expectation confirmation, subjective norm and satisfaction on customers’ continuous intention of online group buying. Furthermore, we examine the theoretical extension of Expectation Confirmation Model. Finally, implications for theory and practice are discussed.
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