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

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Abstract

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.

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Authors and Affiliations

  1. Research Center for Smarter Supply Chain, Soochow Think Tank & Dongwu Business School, Soochow University, No. 50 Donghuan Road, Suzhou, Jiangsu, China

    Tong Che

  2. School of Business, East China University of Science and Technology Research Center for Virtual Business, East China University of Science and Technology, No. 130 Meilong Road, Shanghai, China

    Zeyu Peng

  3. School of Management, Zhejiang University, No. 866 Yuhangtang Road, Hangzhou, China

    Zhongsheng Hua

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  1. Tong Che
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Correspondence to Zeyu Peng.

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Che, T., Peng, Z. & Hua, Z. Characteristics of online group-buying website and consumers intention to revisit: the moderating effects of visit channels. Electron Commer Res 16, 171–188 (2016). https://doi.org/10.1007/s10660-016-9214-y

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