| The increasingly spreading and penetration of internet technology has not only been a result of a huge user groups for networks, but also revolutionized the traditional consuming trends and purchasing behavior. In this context, China’s online shopping market has received continual increase in recent years. With the online shopping market prosperity, consumers are relatively easy to go from one website to another which provides similar products or services. However, why do some consumersfocus on some shopping websites for a long time and not go to other competitive websites providing similar products or services? E-commerce enterprises want to survive and development in the fierce market competition,creating consumer stickiness is the key for E-commerce enterprises to keep long-term customers and maintain competition advantage. Therefore, how to attract customer’s attention and make them stick in your own website has become the top concern for website developers and managers.Enhancing website stickiness is the key for E-commerce enterprises to create customer loyalty and obtain long term competitive advantage. The internet reduces the benefits of E-commerce enterprises continuously while carrying out differentiation strategy of price and quality. Therefore, the importance of website service quality is more prominent. Website service quality not only provides the basis for rational judgment for consumers but also make them happy and satisfied psychologically. However, considering the convenience of online shopping, wide selection of online retailers and variability of consumer’s purchasing behavior, E-commerce enterprises will face greater difficulties and higher cost in creating website stickiness. On the basis of “Stimulus-Organism-Response” model in environmental psychology, this paper focuses on B2 C E-commerce website to analyze and examine the mechanism of effect of the B2 C shopping website service quality, including responsiveness, remediation, personalization and reliability, on website stickiness through the website involvement of consumers, including cognitive involvement and emotional involvement. Using structural equation model, data form 177 online shopping users was used to make confirmatory factor analysis. The results indicated that although website service quality had no significant direct impact on consumer website stickiness, there were a significantly impact between it and consumer’s cognitive involvement and emotional involvement to website, while cognitive involvement and emotional involvement significantly had positive influence on website stickiness.Therefore, website involvement plays a completely mediating role in the relation between website service quality and website stickiness. In addition, this paper examined the moderating effect of need of cognitive and switching cost. The results indicated that need of cognitive had part of significant moderating effect on website service quality and website stickiness, and switching cost had significant moderating effect on emotional involvement and website stickiness. The results not only enrich the research of the cause and forming process of website viscosity, but also provide decision-making basis for online retailers to create effective customer retention strategy and promote website stickiness. |
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