Journal
SERVICE BUSINESS
Volume 12, Issue 4, Pages 731-756Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s11628-018-0370-0
Keywords
O2O commerce; Network externalities; Trust transfer theory; Repurchase intention
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Funding
- Natural Science Foundation of Jiangsu Province [BK20170779]
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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.
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