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Online stickiness: its antecedents and effect on purchasing intention

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Website stickiness, the website's ability to retain online customers and prolong his/her duration of each stay, is one of the key factors to e-commerce success. However, how to make customers stick around is still unclear to online retailers. This paper examines the antecedents as well as effect of customer's intention to stick on a website. A model is developed and tested using a survey of 434 web users. The results confirm that the web user's willingness to stick to a website is a strong predictor of his/her intention to transact. Web managers thus need to put emphasis on the creation of the website stickiness. The results of this study also suggest that the formation of the stickiness is affected by web user attitude towards a website, trust in a website and the quality of website content. Implications of these findings are discussed for researchers and practitioners.

Keywords: Online purchasing intention; Website design; Website stickiness

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/01449290600740843

Affiliations: Department of Computer and Information Science, Soochow University, Taipei, Taiwan

Publication date: November 1, 2007

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