| dc.description.abstract | In this study, we seek to identify the salient antecedents and how they influence group buying website (GBW) continuance intention from an expectation-confirmation model of information systems (IS) continuance perspective. Playfulness is one of the key drivers in consumers participating in online group buying (GB). Our research model is constructed by incorporating perceived playfulness with the IS continuance model in online GB contexts. The data was collected through a web-based survey of experienced GBW consumers. A total of 1514 complete and valid responses were analyzed further.
The contributions of our study to academics include the following: First, most previous online GB literature focuses mainly on consumer GB behavior, GB pricing-related topics, and GB mechanism design, and only examines consumer adoption of online GB. To fill this knowledge gap, our research identifies the salient antecedents of GBW continuance intention. Second, our study extends the expectation-confirmation theory by integration of perceived playfulness in the online GB context. In our extended model, satisfaction, perceived playfulness, and perceived usefulness together explain well consumer intent to revisit the GBW. Third, the consumer confirmation of expectation is a stronger predictor of satisfaction than perceived usefulness, but perceived playfulness does not significantly impact satisfaction. Fourth, the intrinsic motive (perceived playfulness) has a greater influence than the extrinsic motive (perceived usefulness) on consumer continued intention to use GBW.
The contributions of our study to practitioners include the following: First, the respondents’ demographic profile demonstrates that they are female, young, and price-sensitive consumers. Second, GBW managers should position the proper assortment of merchandise – e.g., a large quantity of beneficial merchandise – and develop fitting marketing strategies to beat consumer price expectations and attract their continued intention to revisit the GBW, using for example word-of-mouth or low-price promotions. Third, keeping customers satisfied aids the establishment of longer-term relationships with GBWs and ensures their continued revisiting of the GBW. Four, GBW managers and designers should provide customers with more good consumption experiences, i.e., their ability to produce a playful “flow”.
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