 Enhancing competitive advantages: The contribution of mediator and moderator on stickiness in the LINEWen-Yu Tsao Journal of Retailing and Consumer Services, 2014, vol. 21, issue 6, 933-941 Abstract: While the importance of users’ stickiness has been recognized in marketing literature for the least 10 years, the development and empirical validation of users’ stickiness model in the LINE context from mediator of satisfaction and moderator of online habit had not been addressed. Using the commitment-trust theory, the purpose of this study was to develop and validate such users’ stickiness on LINE model. Based on technology and marketing literatures, a series of hypotheses was compiled with a methodology for testing. A questionnaire was constructed and data were collected from 289 users of LINE in Taiwan. Structural modeling techniques were then applied to analyze the data. The results indicated that users’ stickiness was affected by their satisfaction. Users’ satisfaction played a crucial mediating role in the relationship of innovation differentiations, online habit, and stickiness. Based on these findings, its implications and limitations are discussed. Keywords: Commitment-trust theory; Competitive Advantage; Innovation and market differentiations; Online Habit; Stickiness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:6:p:933-941 DOI: 10.1016/j.jretconser.2014.08.011 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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