The online stickiness circumstances in electronic retailing: website quality, perceived risk, and perceived value

摘要

The purpose of this article is to examine the impact of website quality, perceived risk, and perceived value on website stickiness. A questionnaire was used to collect data. The questionnaire was completed and collected by 299 Iranian consumers who use e-retailers for their purchases. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha coefficient and CR. Structural equation modelling was used for data analysis. Research findings showed that perceived value and website quality, as well as all five dimensions of website quality (content quality, website design, privacy/security, customer service and reliability), had a positive and significant impact on stickiness. Perceived risk also has a significant and negative impact on stickiness. The findings showed that the website quality had a significant and negative impact on the perceived risk. The results showed that the quality of the website had a positive and significant impact on the perceived value.