Users’ Information Security Perception Impact on Consumers' Continuous Purchase Intention in O2O Food and Beverage Takeaway Platforms
Keywords:
China, continuous purchase intention, information security perception, O2O food and beverage takeaway platform, trustAbstract
This study investigated the impact of user information security perception on consumers' continuous purchase intention in O2O food and beverage takeaway platforms. The study employed quantitative research using a structured-online questionnaires to collect data from 439 Chinese users who has an online buying experience in O2O food and beverage takeaway platforms in Kunming city, China, through the convenience sampling approach. This study proposed a theoretical model of the influencing factors of user's continuous purchase intention. The results from Structural Equation Model (SEM) analysis found that users’ information security perception (perceived perception and controllable perception) has a positive impact on continuous purchase intentions. Besides, this research verified user trust (both cognitive trust and affective trust) is positively influenced by perceived perception, understood perception and controllable perception. Furthermore, we determined that consumers’ continuous purchase intention is influenced by two dimensions of trust including both cognitive trust and affective trust. Finally, trust as a mediating variable was confirmed to play a partial mediating role in the relationship between information security perception and continuous purchase intention. The findings can further drive consumers' online purchasing behavior and provide a reference for operating companies to create an internet catering platform with mobile and interactive features.
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