Study on the Effects of Virtual Community Involvement on Online Stickiness and Repurchase Intention

As the penetration of Internet into the lifestyle, virtual community has become an important communication approach, and attracted the attentions of e-commerce sites. But so far, the relationships among virtual community involvement, online stickiness and repurchase intention have not yet been studied deeply. In this paper, structural equation modeling analysis method was used to reveal the relationships. The results show that: virtual community involvement significantly positively affects online stickiness and online customer satisfaction, but dose not significantly affects online customer trust. Online customer satisfaction, online stickiness and online customer trust have significant positive effects on repurchase intention. This study might help e-commerce sites to improve online stickiness and foster repurchase intention.