What makes people revisit e-commerce platform? A case study on Pinduoduo platform in China
DOI:
https://doi.org/10.7903/ijecs.2090Keywords:
Perceived price discount, Perceived scarcity, Platform awareness, Product satisfaction, Platform attitude, Reuse intention, SNS utilizationAbstract
In recent years, China’s e-commerce market has been growing very fast. Not only Taobao and Jingdong, which have already gained wide brand recognition, but also many new comers are springing up where Pinduoduo, a group purchase platform, has achieved a remarkable business success, warranting a case study. Grounded on this research motive, this study aimed to verify the relationship between the characteristics of the Pinduoduo platform, attitude toward the Pinduoduo platform, product satisfaction, and reuse intention through an empirical investigation. For this purpose, a survey was conducted on 253 respondents who had previous usage experience of Pinduoduo. The results of the study are as follows. First, both perceived price discounts and platform recognition significantly affected platform attitude. Second, the platform attitude had a significant impact on product satisfaction. Third, both platform attitude and product satisfaction had significant effects on reuse intention. Finally, SNS utilization played a significant moderating role in the relationship between platform attitude and reuse intentions.
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