Factors Influencing Customers' Loyalty to Social Commerce Websites

Abstract

This study attempts to investigate how trust and satisfaction influence customer loyalty to social commerce websites. We also focus on the information quality and reputation of the website as antecedents of trust and satisfaction. To this end, we propose a model that verifies the structural relationship among the variables of interest. A specialized internet survey company conducted the survey for this study, targeting consumers with experience in purchasing fashion products on group buying websites, as a type of social commerce. The final sample consisted of 296 respondents. The model demonstrated a good fit and all hypotheses were supported. Thus, the structural relationship among the variables of customers’ loyalty was verified. When purchasing fashion products on a group buying site, trust and satisfaction were found to be crucial variables for the repurchase intention. Extending the model to the social commerce environment, the influence of the related variables can be assessed, enriching the existing literature on consumer behavior and satisfaction.