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

Lin Xiao, Bin Fu () and Wenlong Liu
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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

Service Business, 2018, vol. 12, issue 4, No 5, 756 pages

Abstract: 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.

Keywords: O2O commerce; Network externalities; Trust transfer theory; Repurchase intention (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s11628-018-0370-0

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