| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === Without a doubt, every commercial company intends to have a significant growth in its sales quotas. As more and more customers are purchasing online and more companies join the trend of ecommerce a new problem has surfaced. That is, the amount of offer that exists in the online world is too vast to be read and processed by the consumers. They simply do not have enough time to pay attention to all of the online information. Companies are now dealing with the issue of how to retain customer’s attention on their websites. One phenomenon observed is that consumers are generous about their attention on social media and tend to spend a lot of time on it. How to convert such attention to purchase intention becomes a key issue for companies and a key topic to study.
Davenport and Beck (2001) suggested that in order for customers to have a purchase intention, first a website must be sticky, for it to become sticky it must fulfill 4 dimensions (Relevance, Community, Engagement and convenience). However their assumptions were built before the emergence of social media, the purpose of this study is to examine the antecedents and consequences of the stickiness factor in the context of social media.
The experiment consisted of a conclusive research. The research framework was elaborated based on literature by Davenport & Beck (2001). The result shows that the variables of relevance, convenience and community are of major importance to reach stickiness which leads to purchase intention. The variable of engagement, contrary to previous literature, turned out to be not significant to reach stickiness.
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