Understanding Group-Buying Websites Continuous Use Behavior: A Use and Gratifications Theory Perspective

Abstract

The success of online shopping depends on customers’ revisits and repurchases. Previous studies related to online group-buying mainly focused on the effects of social and economic factors on the customer’s usage of online group-buying websites; however, no research has discussed the effect of psychological motivations on this issue. This study proposes a theoretical model by integrating the information system continuance model (ISCM) and uses and gratifications theory (UGT) to test the factors affecting repurchase intention and continuous revisits in online group-buying. Data for this study were collected from 310 Taiwanese online group-buying shoppers who had experience of online shopping. The results show that satisfaction is an effective predictor of repurchase intention and continuous revisits, whereas entertainment, passing time, information seeking, and confirmation are significant antecedents of satisfaction. Our results report that confirmation has a positive effect on information usefulness, whereas information usefulness has a positive influence on continuous revisits. This study makes noticeable contributions to the literature on UGT and ISCM. The findings may help both academics and proprietors gain insights into how to motivate revisit and repurchase intentions in an online group-buying context.