Antecedents of consumers intention to revisit an online group-buying website: A transaction cost perspective
TCE is employed to investigate consumer revisit of OGB websites. Unpredictability and trust directly affect revisit intention. Unpredictability has stronger negative effect on revisit for indirect visitors. Personalization specificity's effect on revisit is stronger for direct visitors. The effect of trust on revisit is stronger for direct visitors.
online group-buying transaction cost revisit intention visiting channel