KOREASCHOLAR

This research explored antecedents of stickiness of m-commerce sites, based on the push–pull–mooring (PPM) framework, which was developed to explain what leads people to move from one original location to another. In the current study, the stickiness of m-commerce sites was used as the opposite concept to switching. Therefore, pull effects refer to the positive factors which make consumers stick to an m-commerce site, while push effects refer to the negative factors which make consumers not stick with an m-commerce site. After reviewing the literature, responsiveness, ubiquity, enjoyment, and effectiveness were selected as the pull effects, while privacy concern and efficiency were selected as the push effects. The amount of money spent in specific mobile sites was considered as a mooring effect. According to the results of the structural equation modeling analysis, efficiency actually had a negative impact on stickiness of m-commerce sites. Also, a test of the mooring effect suggested that the negative impact of efficiency on stickiness of m-commerce sites was greater for people who spent more money in their mobile shopping compared to those who spent less. For both the high and low spending groups, responsiveness was the important pull effect as it was the strongest predictor of enjoyment for the low spending group and the strongest predictor of effectiveness for the high spending group (note that enjoyment and effectiveness had the strongest positive impacts on stickiness of m-commerce sites for the low and high spending groups, respectively.). Therefore, the fast response and feedback on m-commerce sites should increase consumers’ stickiness to these sites regardless of the amount consumers spend on these sites. On the other hand, the duration and retention of the low spending group of consumers were influenced by enjoyment the most.

• Yun Jung Lee(Adelphi University, USA)
• Su Jin Yang(Sung Shin University, Republic of Korea)