Abstract Website stickiness, which describes how much attention a website receives from its users, is a critical success factor for e-commerce websites. While many e-commerce websites are currently integrating social commerce features to enhance consumers’ shopping experience, little is known about how such features affect the website stickiness, especially when used in combination. Building upon the stimulus-organism-response (S-O-R) paradigm, we develop a research model to explain how social commerce feature richness affects the website stickiness through consumers’ perception of cognitive and affective factors. The research model is evaluated in a controlled online experiment, in which 164 participants used variants of an e-commerce website with varying levels of social commerce feature richness. The results indicate that the feature richness positively affects cognitive and affective factors, which in turn increase the website stickiness. This implies that e-commerce websites can be made more successful when using functionally diverse social commerce features in combination.
The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study
Thomas Friedrich,Sebastian Schlauderer,Sven Overhage
Published 2019 in Electronic Commerce Research and Applications
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- Publication year
2019
- Venue
Electronic Commerce Research and Applications
- Publication date
2019-07-01
- Fields of study
Business, Psychology, Computer Science
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Semantic Scholar
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