Study of Online Stickiness: Its Antecedents and Effect on Repurchase Intention

Because online consumers can easily switch to other e-commerce sites, their online loyalty is generally not high. How to attract the attention of online consumers and make them stick with the website has become a big challenge for e-commerce companies. In this paper, the antecedents of online stickiness and its effect on repurchase intention was examined from the view of website design. Structural equation model was used to reveal the relationships with a survey of 351 online consumers. The results show that: online stickiness, online satisfaction, and online trust significantly positively affect repurchase intention. Perceived content value, perceived context value, perceived infrastructure value significantly positively affects online stickiness via online satisfaction. The theoretical and practical implications of these findings are discussed.