Understanding Online Consumer Stickiness in E-commerce Environment: A Relationship Formation Model

Abstract

Consumers with online shopping experience often stick to some special websites. Does it mean that long-term relationships between consumers and the websites form? To solve the problem, this paper analyzed the belief and attitude factors influencing online consumer stickiness intention. Based on the relationships between belief-attitude-intention implied in TPB (Theory of Planned Behavior), according to Expectation-Confirmation theory and Commitment-trust theory, we developed a concept model on online consumer stickiness. Six research hypotheses derived from this model were empirically validated using a survey of online shoppers. SEM (Structure Equation Modeling) was as a data analysis method. The results suggest that online consumer stickiness intention is influenced by consumers' commitment to the website (e-vendors) and their overall satisfaction to the transaction process, and commitment's effect is stronger; in turn, both consumers' commitment and overall satisfaction are influenced by consumers' ongoing trust significantly; confirmation has a significant effect on overall satisfaction but has not the same effect on commitment. The findings show that the long-term relationships between consumers and special websites exactly exist during online repeat consumption.