Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents

Abstract: The purpose of this research is to examine the effects of trust transfer and online contents on purchase intention in the online-to-offline e-commerce. A partial least squares based structural equation model was utilized to test the framework of causality and a series of multivariate analy...

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Autores principales:	Zhang,Xinxiang, Wang,Taiyue
Lenguaje:	English
Publicado:	Universidad de Talca 2021
Materias:	Online-to-offline e-commerce Purchase intention Trust transfer Online contents Trust
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200107
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spelling	oai:scielo:S0718-187620210002001072020-11-26Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online ContentsZhang,XinxiangWang,Taiyue Online-to-offline e-commerce Purchase intention Trust transfer Online contents Trust Abstract: The purpose of this research is to examine the effects of trust transfer and online contents on purchase intention in the online-to-offline e-commerce. A partial least squares based structural equation model was utilized to test the framework of causality and a series of multivariate analyses of variance were conducted to test the effects of online content size. The partial least squares results indicate that trust transfer from online-to-offline platforms to offline merchants, perceived effectiveness of online product reviews as well as perceived effectiveness of numerical ratings positively influence trust in merchants directly and purchase intention indirectly, while perceived effectiveness of online production descriptions shows no significant effect. The multivariate analyses of variance results confirm the positive effects of review number and picture number on customer trust toward merchants and purchase intention. The multivariate analyses of variance results also support the positive effects of review length when a merchant has a high review balance. This research contributes to e-commerce and behavior literature by investigating how trust transfer and online contents engage customers and induce their purchase behaviors in online-to-offline commerce. It also assists leading a better online-to-offline outcome for online-to-offline platforms and offline merchants in the highly competitive online-to-offline markets.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.16 n.2 20212021-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200107en10.4067/S0718-18762021000200107
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Online-to-offline e-commerce Purchase intention Trust transfer Online contents Trust
spellingShingle	Online-to-offline e-commerce Purchase intention Trust transfer Online contents Trust Zhang,Xinxiang Wang,Taiyue Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
description	Abstract: The purpose of this research is to examine the effects of trust transfer and online contents on purchase intention in the online-to-offline e-commerce. A partial least squares based structural equation model was utilized to test the framework of causality and a series of multivariate analyses of variance were conducted to test the effects of online content size. The partial least squares results indicate that trust transfer from online-to-offline platforms to offline merchants, perceived effectiveness of online product reviews as well as perceived effectiveness of numerical ratings positively influence trust in merchants directly and purchase intention indirectly, while perceived effectiveness of online production descriptions shows no significant effect. The multivariate analyses of variance results confirm the positive effects of review number and picture number on customer trust toward merchants and purchase intention. The multivariate analyses of variance results also support the positive effects of review length when a merchant has a high review balance. This research contributes to e-commerce and behavior literature by investigating how trust transfer and online contents engage customers and induce their purchase behaviors in online-to-offline commerce. It also assists leading a better online-to-offline outcome for online-to-offline platforms and offline merchants in the highly competitive online-to-offline markets.
author	Zhang,Xinxiang Wang,Taiyue
author_facet	Zhang,Xinxiang Wang,Taiyue
author_sort	Zhang,Xinxiang
title	Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
title_short	Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
title_full	Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
title_fullStr	Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
title_full_unstemmed	Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
title_sort	understanding purchase intention in o2o e-commerce: the effects of trust transfer and online contents
publisher	Universidad de Talca
publishDate	2021
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200107
work_keys_str_mv	AT zhangxinxiang understandingpurchaseintentionino2oecommercetheeffectsoftrusttransferandonlinecontents AT wangtaiyue understandingpurchaseintentionino2oecommercetheeffectsoftrusttransferandonlinecontents
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Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents

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