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An Examination of the Determinants of Customer Loyalty in Online Group-buying Context in China
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, Hubei, China.
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, Hubei, China.ORCID iD: 0000-0002-3722-6797
School of Business Administration, Zhongnan University of Economics and Law, Wuhan, Hubei, China.
2014 (English)In: The thirteenth Wuhan International conference on e-business: Wuhan, P.R. China, May 31 - June 1, 2014 / [ed] Seitz, J., Alfred, N.Y.: Alfred University Press , 2014, 444-451 p.Conference paper, Published paper (Refereed)
Abstract [en]

With the rapidly development of e-commerce, online shopping becomes very popular among Chinese customers. In the past few years, online group-buying has experienced big rise and fall, thus, how to retain customers and improve customer loyalty should be considered by the practitioners. This study aims to explore potential factors which contribute to customer loyalty in the online group-buying context. Based on the literature review, we proposed a research model included five factors which directly or indirectly affect customer loyalty of online group-buying. The model was empirically evaluated using survey data collected from 352 users, and the data was analyzed by the structural equation modeling technology. Six research hypotheses were proposed in the study. Four research hypotheses were positively significant supported, while two research hypotheses were rejected in this study. The result shows that both customer satisfaction and switching costs have positive effects on customer loyalty in the online group-buying context, and the effect from switching costs is stronger. Furthermore, structural assurances in the process of online group-buying have strong effect on customers' trust, while customer satisfaction is directly affected by trust. In addition, both theoretical and practical implications of this study are discussed at last.

Place, publisher, year, edition, pages
Alfred, N.Y.: Alfred University Press , 2014. 444-451 p.
Keyword [en]
online group-buying, customer loyalty, trust, customer satisfaction, switching costs
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:oru:diva-62266ISI: 000345178500057ISBN: 978-0-9800510-7-0 (print)OAI: oai:DiVA.org:oru-62266DiVA: diva2:1156147
Conference
13th Wuhan International Conference on E-Business, Wuhan, China, May 31 - June 1, 2014
Available from: 2017-11-10 Created: 2017-11-10 Last updated: 2017-11-13Bibliographically approved

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Gao, Shang

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CiteExportLink to record
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