Title: What drives consumer website stickiness intention? The role of website service quality and website involvement

Authors: Jinnan Wu; Lin Liu; Tingting Cui

Addresses: School of Business, Anhui University of Technology, Maxiang Road, Ma'anshan 243032, China ' School of Management Science and Engineering, Anhui University of Technology, Maxiang Road, Ma'anshan 243032, China ' School of Business, Anhui University of Technology, Maxiang Road, Ma'anshan 243032, China

Abstract: Consumers' stickiness toward shopping website has been found to be determined by its service quality. However, it is unclear how website service quality influences website stickiness. The 'stimulus-organism-response' model and motivation theory were applied to examine how website service quality influences website involvement and stickiness intention. The results show that although it does not influence website stickiness directly, website service quality is positively associated with cognitive and affective involvement, and thus increase stickiness intention, suggesting a full mediating effect of website involvement. Also, consumer cognitive involvement is found to be predicted by affective involvement toward a shopping website. The findings offer insights into how e-retailers can increase consumer willingness to stick to shopping websites by improving website service quality.

Keywords: website stickiness; website service quality; WSQ; website involvement; affective involvement; stimulus-organism-response; SOR; motivation theory.

DOI: 10.1504/IJSTM.2021.115163

International Journal of Services Technology and Management, 2021 Vol.27 No.3, pp.189 - 208

Received: 23 Oct 2018
Accepted: 30 Dec 2019
Published online: 21 May 2021 *

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