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

机译：在线团购网站的特征和消费者重访的意愿：访问渠道的调节作用

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摘要

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.
机译：在线团购（OGB）是一个相对较新的市场，但引起了学术界的广泛关注。在激烈的竞争中，OGB网站保持客户的重新访问至关重要。本文确定了OGB网站的三个特定于上下文的特征，并研究了这些特征对客户重访意图的影响。此外，建议这些功能的效果在不同的访问渠道之间有所不同。根据通过在线调查收集的258个有效回复，开发并测试了理论模型。结果表明，OGB功能具有明显的效果，并支持访问渠道的持续影响。具体来说，及时性和前后矛盾性对间接访问者的重访意图具有更大的负面影响，而丰富性的影响对于直接访问者和间接访问者而言都是重要的。

著录项

  • 来源
    《Electronic Commerce Research》 |2016年第2期|171-188|共18页
  • 作者

    Che Tong; Peng Zeyu; Hua Zhongsheng;

  • 作者单位

    Soochow Univ, Soochow Think Tank & Dongwu Business Sch, Res Ctr Smarter Supply Chain, 50 Donghuan Rd, Suzhou, Jiangsu, Peoples R China;

    East China Univ Sci & Technol, Res Ctr Virtual Business, Sch Business, 130 Meilong Rd, Shanghai, Peoples R China;

    Zhejiang Univ, Sch Management, 866 Yuhangtang Rd, Hangzhou, Zhejiang, Peoples R China;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Online group-buying; Consumer revisit intention; Visit channels;

    机译：在线团购;消费者重访意向;访问渠道;

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