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

Empirical article
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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 

Notes

Acknowledgements

This work was supported by the Natural Science Foundation of Jiangsu Province [grant number BK20170779].

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Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2018

Authors and Affiliations

  1. 1.College of Economics and ManagementNanjing University of Aeronautics and AstronauticsNanjingChina
  2. 2.School of BusinessJinling Institute of TechnologyNanjingChina

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