Abstract
Consumers' stickiness toward shopping website has been found to be determined by its service quality. However, it is unclear how website service quality influences website stickiness. The 'stimulus-organism-response' model and motivation theory were applied to examine how website service quality influences website involvement and stickiness intention. The results show that although it does not influence website stickiness directly, website service quality is positively associated with cognitive and affective involvement, and thus increase stickiness intention, suggesting a full mediating effect of website involvement. Also, consumer cognitive involvement is found to be predicted by affective involvement toward a shopping website. The findings offer insights into how e-retailers can increase consumer willingness to stick to shopping websites by improving website service quality.
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