Websites and revisiting behaviour: an investigation of the relative role of predictors

Purpose – This paper aims to examine factors that influence repeat visits to non‐transactional web sites. Drawing on repurchase and continuance research, this study identifies four focal constructs: site commitment, satisfaction, social influences, and medium involvement, and clarifies the mediator versus moderator role of site commitment. Design/methodology/approach – Actual visitors to five B2B and B2C non‐transactional web sites provide data participated in an online survey. The tests use the combined sample and then verify results for the individual sites. The test for mediation relies on structural path analysis; the test for moderation uses moderated regression analysis. Findings – The four focal constructs influence web site revisitation, though in most settings, only site commitment has a direct effect. Findings support the mediator role of site commitment, though some sites exhibit only partial mediation. Results are consistent across B2C and B2B contexts. The relative impact of social influences and medium involvement is less certain, and their impact varies across individual sites. Research limitations/implications – Because this study uses non‐probability sampling to gather respondents, they may not represent all types of visitors to the sites. The non‐transactional sites are primarily information sites, which restricts the findings. Research that considers other types of non‐transactional sites, such as entertainment or global sites, could offer further insights, especially with regard to the impact of cultural differences. Originality/value – This research clarifies the role of site commitment by testing for mediation and moderation within the one study.