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

Author

Listed:
  • 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. Maryam Heydari & Haliyana Khalid, 2023. "A Systematic Literature Review of Online Repurchase Intention of Gold Jewelry," Business Management and Strategy, Macrothink Institute, vol. 14(1), pages 1-24, June.
    4. 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.
    5. 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.
    6. Konuk, Faruk Anıl, 2020. "Trust transfer from manufacturer to private label brand: The moderating role of grocery store format," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. 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).
    8. 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.
    9. 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.
    10. 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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