Enhancing competitive advantages: The contribution of mediator and moderator on stickiness in the LINE

• The online habit of line users has no moderated effect in this model.
• Users’ satisfactions are mediating role in the stickiness.
• Increasing innovation differentiations will increase satisfaction.
• Increasing market differentiations will also increase satisfaction.
• Line users’ stickiness depends on their satisfaction.

While the importance of users’ stickiness has been recognized in marketing literature for the least 10 years, the development and empirical validation of users’ stickiness model in the LINE context from mediator of satisfaction and moderator of online habit had not been addressed. Using the commitment-trust theory, the purpose of this study was to develop and validate such users’ stickiness on LINE model. Based on technology and marketing literatures, a series of hypotheses was compiled with a methodology for testing. A questionnaire was constructed and data were collected from 289 users of LINE in Taiwan. Structural modeling techniques were then applied to analyze the data. The results indicated that users’ stickiness was affected by their satisfaction. Users’ satisfaction played a crucial mediating role in the relationship of innovation differentiations, online habit, and stickiness. Based on these findings, its implications and limitations are discussed.