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Understanding consumer repurchase intention on O2O platforms: an integrated model of network externalities and trust transfer theory

Author

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  • Lin Xiao

    (Nanjing University of Aeronautics and Astronautics)

  • Bin Fu

    (Jinling Institute of Technology)

  • Wenlong Liu

    (Nanjing University of Aeronautics and Astronautics)

Abstract

The purpose of this study is to propose a theoretical model to explain consumer repurchase intentions in O2O commerce context by integrating network externalities theory and trust transfer theory. The model was tested using the data collected from 376 customers of an O2O platform in China. The results showed that different types of trust, direct and peer network externalities, all have impacts on consumer repurchase intentions. Trust transfer processes occur in O2O commerce. Furthermore, three components of network externalities all impact on trust in O2O platform. The implications of this study from both research and practice perspectives are discussed.

Suggested Citation

  • Lin Xiao & Bin Fu & Wenlong Liu, 2018. "Understanding consumer repurchase intention on O2O platforms: an integrated model of network externalities and trust transfer theory," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 731-756, December.
    • Handle: RePEc:spr:svcbiz:v:12:y:2018:i:4:d:10.1007_s11628-018-0370-0
    DOI: 10.1007/s11628-018-0370-0
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    Cited by:

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    3. Ladwein, Richard & Sánchez Romero, Andrea Milena, 2021. "The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    5. Mingwei Wang & Decui Liang & Zeshui Xu & Wen Cao, 2022. "Consensus reaching with the externality effect of social network for three-way group decisions," Annals of Operations Research, Springer, vol. 315(2), pages 707-745, August.
    6. Han, Min Chung, 2023. "Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Yajia Liang & Taiyang Zhong & Jonathan Crush, 2022. "Boon or Bane? Urban Food Security and Online Food Purchasing during the COVID-19 Epidemic in Nanjing, China," Land, MDPI, vol. 11(6), pages 1-25, June.
    8. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    9. Jiwoo Jung & Eunkyung Park & Joonho Moon & Won Seok Lee, 2021. "Exploration of Sharing Accommodation Platform Airbnb Using an Extended Technology Acceptance Model," Sustainability, MDPI, vol. 13(3), pages 1-16, January.
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    11. Uma Thevi Munikrishnan & Kun Huang & Abdullah Al Mamun & Naeem Hayat, 2023. "Perceived Risk, Trust, and Online Food Purchase Intention Among Malaysians," Business Perspectives and Research, , vol. 11(1), pages 28-43, January.
    12. Jae-Jang Yang & Rajesh Iyer & Yong-Ki Lee, 2022. "Why Do Local Foodscapes Matter in Building Tourist Trust and Loyalty?," Sustainability, MDPI, vol. 14(4), pages 1-16, February.

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