IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v21y2019i5d10.1007_s10796-017-9815-6.html
   My bibliography  Save this article

Examining Consumers’ Behavioral Intention in O2O Commerce from a Relational Perspective: an Exploratory Study

Author

Listed:
  • Lin Xiao

    (Nanjing University of Aeronautics and Astronautics)

  • Chuanmin Mi

    (Nanjing University of Aeronautics and Astronautics)

  • Yucheng Zhang

    (Hebei University of Technology)

  • Jing Ma

    (Nanjing University of Aeronautics and Astronautics)

Abstract

Online-to-offline (O2O) commerce is a new e-business model that is popular among consumers and profitable for e-vendors. However, limited studies have been conducted to understand consumer behavior in this context. Based on commitment–trust theory and trust transfer theory, we conducted an exploratory study to explore consumers’ repurchase intention and sharing intention in the O2O commerce context from the relational viewpoint. Two studies were conducted using a web-based survey and Partial Least Squares were used to analyze the data. In Study 1, the results indicated that various targets of trust and commitment have significant effects on repurchase intention and sharing intention. Trust can be transferred both inter-channel and intra-channel in O2O commerce. Moreover, the effect of trust in O2O platforms on commitment is mediated by trust in user community and trust in merchants. To demonstrate the generalizability and external robustness of the results, we replicated the research model in Study 2 using data from a more representative sample. The replicated study produced similar results. This research provides an initial understanding of consumer behavior in the O2O commerce context and contributes to trust transfer theory and commitment–trust theory. Further, this research benefits companies undertaking O2O business by enabling them to better understand how to improve consumer repurchasing intention and sharing intention to succeed in the e-business industry.

Suggested Citation

  • Lin Xiao & Chuanmin Mi & Yucheng Zhang & Jing Ma, 2019. "Examining Consumers’ Behavioral Intention in O2O Commerce from a Relational Perspective: an Exploratory Study," Information Systems Frontiers, Springer, vol. 21(5), pages 1045-1068, October.
    • Handle: RePEc:spr:infosf:v:21:y:2019:i:5:d:10.1007_s10796-017-9815-6
    DOI: 10.1007/s10796-017-9815-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-017-9815-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-017-9815-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Reimer, Thomas & Benkenstein, Martin, 2016. "When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews," Journal of Business Research, Elsevier, vol. 69(12), pages 5993-6001.
    2. Anderson, Kelley C. & Knight, Dee K. & Pookulangara, Sanjukta & Josiam, Bharath, 2014. "Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 773-779.
    3. Chengxiang Tang & Yucheng Zhang, 2016. "Using discrete choice experiments to value preferences for air quality improvement: the case of curbing haze in urban China," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 59(8), pages 1473-1494, August.
    4. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    5. Gee W. Bock & Young-Gul Kim, 2002. "Breaking the Myths of Rewards: An Exploratory Study of Attitudes about Knowledge Sharing," Information Resources Management Journal (IRMJ), IGI Global, vol. 15(2), pages 14-21, April.
    6. Kukar-Kinney, Monika & Scheinbaum, Angeline Close & Schaefers, Tobias, 2016. "Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements," Journal of Business Research, Elsevier, vol. 69(2), pages 691-699.
    7. Jung Lee & Jae-Nam Lee & Bernard C. Y. Tan, 2015. "Antecedents of cognitive trust and affective distrust and their mediating roles in building customer loyalty," Information Systems Frontiers, Springer, vol. 17(1), pages 159-175, February.
    8. He, Zhou & Cheng, T.C.E. & Dong, Jichang & Wang, Shouyang, 2016. "Evolutionary location and pricing strategies for service merchants in competitive O2O markets," European Journal of Operational Research, Elsevier, vol. 254(2), pages 595-609.
    9. Xiangbin Yan & Jing Wang & Michael Chau, 2015. "Customer revisit intention to restaurants: Evidence from online reviews," Information Systems Frontiers, Springer, vol. 17(3), pages 645-657, June.
    10. Verhagen, Tibert & Meents, Selmar & Tan, Yao-Hua, 2006. "Perceived risk and trust associated with purchasing at Electronic Marketplaces," Serie Research Memoranda 0001, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    11. Geyskens, I. & Steenkamp, J.E.B.M. & Scheer, L.K. & Kumar, N., 1996. "The effects of trust and interdependence on relationship commitment : A trans-Atlantic study," Other publications TiSEM ef7c8d6c-963d-4ee7-8576-9, Tilburg University, School of Economics and Management.
    12. Evanschitzky, Heiner & Baumgarth, Carsten & Hubbard, Raymond & Armstrong, J. Scott, 2007. "Replication research's disturbing trend," Journal of Business Research, Elsevier, vol. 60(4), pages 411-415, April.
    13. Ahmet Bulent Ozturk & Khaldoon Nusair & Fevzi Okumus & Dipendra Singh, 2017. "Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework," Information Systems Frontiers, Springer, vol. 19(4), pages 753-767, August.
    14. Ahmet Bulent Ozturk & Khaldoon Nusair & Fevzi Okumus & Dipendra Singh, 0. "Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework," Information Systems Frontiers, Springer, vol. 0, pages 1-15.
    15. Paul A. Pavlou & David Gefen, 2004. "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, INFORMS, vol. 15(1), pages 37-59, March.
    16. Felix B. Tan & Paul Sutherland, 2004. "Online Consumer Trust: A Multi-Dimensional Model," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 2(3), pages 40-58, July.
    17. Zhang, Ruijin & Li, Guoxin & Wang, Zhengpei & Wang, Haiyan, 2016. "Relationship value based on customer equity influences on online group-buying customer loyalty," Journal of Business Research, Elsevier, vol. 69(9), pages 3820-3826.
    18. Jengchung Victor Chen & David C. Yen & Wannasri Pornpriphet & Andree E. Widjaja, 2015. "E-commerce web site loyalty: A cross cultural comparison," Information Systems Frontiers, Springer, vol. 17(6), pages 1283-1299, December.
    19. Katherine J. Stewart, 2003. "Trust Transfer on the World Wide Web," Organization Science, INFORMS, vol. 14(1), pages 5-17, February.
    20. Tao Zhou, 2015. "Understanding user adoption of location-based services from a dual perspective of enablers and inhibitors," Information Systems Frontiers, Springer, vol. 17(2), pages 413-422, April.
    21. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Aditya Halim Perdana Kusuma Putra, 2024. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 82-96, May.
    2. Kim, Yaeri & Roh, Taewoo, 2022. "Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    3. 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.
    4. Leilei Jiang & Wenming Sun & Lin Ren, 2024. "Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 13211-13232, September.
    5. Raed S. Algharabat & Nripendra P. Rana, 2021. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 23(6), pages 1499-1520, December.
    6. Adah-Kole Emmanuel Onjewu & Sundas Hussain & Mohamed Yacine Haddoud, 2022. "The Interplay of E-commerce, Resilience and Exports in the Context of COVID-19," Information Systems Frontiers, Springer, vol. 24(4), pages 1209-1221, August.
    7. Anastasia Griva & Cleopatra Bardaki & Katerina Pramatari & Georgios Doukidis, 2022. "Factors Affecting Customer Analytics: Evidence from Three Retail Cases," Information Systems Frontiers, Springer, vol. 24(2), pages 493-516, April.
    8. Sahar Karimi, 2021. "Cross-visiting Behaviour of Online Consumers Across Retailers’ and Comparison Sites, a Macro-Study," Information Systems Frontiers, Springer, vol. 23(3), pages 531-542, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiao, Lin & Zhang, Yucheng & Fu, Bin, 2019. "Exploring the moderators and causal process of trust transfer in online-to-offline commerce," Journal of Business Research, Elsevier, vol. 98(C), pages 214-226.
    2. Suk-Joo Lee & Cheolhwi Ahn & Kelly Minjung Song & Hyunchul Ahn, 2018. "Trust and Distrust in E-Commerce," Sustainability, MDPI, vol. 10(4), pages 1-19, March.
    3. Hong, Ilyoo B. & Cho, Hwihyung, 2011. "The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust," International Journal of Information Management, Elsevier, vol. 31(5), pages 469-479.
    4. Darrell Carpenter & Alexander McLeod & Chelsea Hicks & Michele Maasberg, 0. "Privacy and biometrics: An empirical examination of employee concerns," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    5. 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.
    6. Baozhou Lu & Zhenhua Wang, 2022. "Trust Transfer in Sharing Accommodation: The Moderating Role of Privacy Concerns," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    7. Neeru Malhotra & Sunil Sahadev & P. S. H. Leeflang & Keyoor Purani, 2021. "New Insights into e-Loyalty of Internet Banking Users in an Emerging Market Context: A Multilevel Analysis," Information Systems Frontiers, Springer, vol. 23(6), pages 1521-1536, December.
    8. Darrell Carpenter & Alexander McLeod & Chelsea Hicks & Michele Maasberg, 2018. "Privacy and biometrics: An empirical examination of employee concerns," Information Systems Frontiers, Springer, vol. 20(1), pages 91-110, February.
    9. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    10. Meents, S. & Verhagen, T. & Vlaar, P.W.L., 2011. "How sellers can stimulate purchasing in electronic marketplaces: Using information as a risk reduction signal," Serie Research Memoranda 0014, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    11. Möhlmann, Mareike, 2021. "Unjustified trust beliefs: Trust conflation on sharing economy platforms," Research Policy, Elsevier, vol. 50(3).
    12. Ben Q. Liu & Dale L. Goodhue, 2012. "Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers," Information Systems Research, INFORMS, vol. 23(4), pages 1246-1262, December.
    13. Timm Teubner & Marc T. P. Adam & Florian Hawlitschek, 2020. "Unlocking Online Reputation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(6), pages 501-513, December.
    14. Stephen C. Wingreen & Natasha C. H. L. Mazey & Stephen L. Baglione & Gordon R. Storholm, 2019. "Transfer of electronic commerce trust between physical and virtual environments: experimental effects of structural assurance and situational normality," Electronic Commerce Research, Springer, vol. 19(2), pages 339-371, June.
    15. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    16. Xiaohui Liu & Na Jiang & Mengyao Fu & Zhao Cai & Eric T. K. Lim & Chee-Wee Tan, 2023. "What Piques Users’ Curiosity on Open Innovation Platforms? An Analysis Based on Mobile App Stores," Information Systems Frontiers, Springer, vol. 25(4), pages 1639-1660, August.
    17. Richard, James E. & Purnell, Fruen, 2017. "Rethinking Catalogue and Online B2B Buyer Channel Preferences in the Education Supplies Market," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 1-15.
    18. Carmen Adina Paștiu & Ionica Oncioiu & Daniel Adrian Gârdan & Silvia Ștefania Maican & Iuliana Petronela Gârdan & Andreea Cipriana Muntean, 2020. "The Perspective of E-Business Sustainability and Website Accessibility of Online Stores," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    19. Dongmin Kim & Izak Benbasat, 2006. "The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation," Information Systems Research, INFORMS, vol. 17(3), pages 286-300, September.
    20. Kim, Yaeri & Roh, Taewoo, 2022. "Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms," Technological Forecasting and Social Change, Elsevier, vol. 185(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infosf:v:21:y:2019:i:5:d:10.1007_s10796-017-9815-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.