Online Customer Stickiness: A Longitudinal Study

doi:10.4018/jgim.2002070101

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Global Information Management ResearchJournal of Global Information Management10.4018/jgim.2012010102

Online Customer Stickiness: A Longitudinal Study

Mohamed Khalifa, Moez Limayem, Vanessa Liu

Source Title: Journal of Global Information Management (JGIM)10(3)

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MLA

Khalifa, Mohamed, et al. "Online Customer Stickiness: A Longitudinal Study." JGIM vol.10, no.3 2002: pp.1-14. http://doi.org/10.4018/jgim.2002070101

APA

Khalifa, M., Limayem, M., & Liu, V. (2002). Online Customer Stickiness: A Longitudinal Study. Journal of Global Information Management (JGIM), 10(3), 1-14. http://doi.org/10.4018/jgim.2002070101

Chicago

Khalifa, Mohamed, Moez Limayem, and Vanessa Liu. "Online Customer Stickiness: A Longitudinal Study," Journal of Global Information Management (JGIM) 10, no.3: 1-14. http://doi.org/10.4018/jgim.2002070101

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Abstract

The growth of e-commerce has been mainly in B2B, while B2C is still facing major hurdles associated with consumer acquisition and retention. In the evaluation of B2C businesses, the focus is shifting from measures of visitor attraction such as pageviews and click-through ratios to measures of consumer retention such as stickiness. Most prior research focused on explaining/predicting the intention to adopt and the usage of online shopping rather than repeated behavior such as repurchase. In this study, we develop and empirically validate a model explaining online consumer stickiness as measured by repurchase. The results provide strong support for the importance of satisfaction in explaining repurchase and for the moderating effect of online shopping habit on the relationship between satisfaction and repurchase. The implications of these findings for theory and practice are discussed.

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Online Customer Stickiness: A Longitudinal Study

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