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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Articles in this Issue were published by another publisher in Open Access under a CC-BY 3.0 licence. Articles are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.

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Open AccessArticle

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

1
Zhongnan University of Economics and Law, School of Information and Safety Engineering, Wuhan, China
2
Hubei University of Technology, School of Science, Wuhan, China
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(2), 101-115; https://doi.org/10.4067/S0718-18762021000200107 (registering DOI)
Received: 29 August 2019 / Revised: 9 February 2020 / Accepted: 5 May 2020 / Published: 28 October 2020
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.
Keywords: online-to-offline e-commerce; purchase intention; trust transfer; online contents; trust online-to-offline e-commerce; purchase intention; trust transfer; online contents; trust
MDPI and ACS Style

Zhang, X.; Wang, T. Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 101-115.

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