Understanding the Determinants and Specifics of Pre-Commercial Procurement

Radoslav Delina · Marek Gróf · Radovan Dráb

21 citations0/0 files storedJournal of theoretical and applied electronic commerce research

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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.

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References

2015A primer on partial least squares structural equation modeling (PLS-SEM)1995An Integrative Model of Organizational Trust 2006The Effect of Word of Mouth on Sales: Online Book Reviews 2004Building Effective Online Marketplaces with Institution-Based Trust 2007The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement 2010The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings 2003Trust Transfer on the World Wide Web 2006The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation

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2023DETERMINASI MINAT BELI ULANG KONSUMEN PADA APLIKASI TIKTOK 2024Predicting Purchasing Behavior on E-Commerce Platforms: A Regression Model Approach for Understanding User Features that Lead to Purchasing 2025Investigating the trust entities that influence consumers’ purchase intention in livestream e-commerce from trust transfer perspective: using analysis of SEM and fsQCA

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