How Does Social Identification Moderate the Repurchase Intention? From the Perspect of OGB

Abstract

This research studied user repurchase intentions on online group buying services. In the research model, satisfaction is hypothesized to have a positive relationship with trust that will have a positive impact on repurchase intention. Each of the three dimensions is divided into two constructs, one for the product and the other for the website. In addition, the moderating effects of social identification on the relationships between trust and repurchase intention, and between satisfaction and trust were tested. A survey collected 300 effective samples to test the research model. The results of PLS showed that all of the causal relationships were all significant while the moderating effects of social identification were significant for several relationships. When social identification is low, the influences of trust toward the product on repurchase intention for the product, satisfaction toward the product on trust toward the product, and satisfaction toward the website on trust toward the website, are stronger. Managerial implications and suggestions for future research were also discussed.