Users’ Information Security Perception Impact on Consumers' Continuous Purchase Intention in O2O Food and Beverage Takeaway Platforms


  • Yue Huang Graduate School, Stamford International University, Thailand
  • Chanchai Bunchapattanasakda Dean, Graduate School, Stamford International University, Thailand
  • Boonyaporn Boonmek Executive Vice Chairperson and Director, YLG Bullion & Futures Public Company Limited, Thailand
  • Porntiwa Bunchapattanasakda Executive Vice Chairperson and Director, YLG Bullion & Futures Public Company Limited, Thailand


China, continuous purchase intention, information security perception, O2O food and beverage takeaway platform, trust


            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.


Biesanz, J. C., Falk C. F., & Savalei, V. (2010) Assessing Mediational Models: Testing and interval estimation for indirect effects. Multivariate Behavioral Research, 45(4), 661-701

Chen B.B. (2016). Research on Tourists' Perception of Online Consumption security. Dissertation. Chongqing: Chongqing Normal University.

Chen H.T., Li T.Q., & Song S.S. (2015). Modeling and empirical research on repeated purchase behavior of online food delivery platform users. Soft Science, 29(11):79-82.

Cheung, G. W., & Rensvold, R. B. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling: A Multidisciplinary Journal. 9(2), 233-255

China Internet Network Information Center (CNNIC). (2018). 41thStatistical report on the development of China Internet network. Retrieved from

China Youth Daily (2018.5.22). Information security technology personal information security standards behind the introduction. Retrieved from,2018-05-22.

Chiu C M., Hsu, M. H. & Lai, H. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4):835-845.

Cybersecurity Ventures Sponsored by Herjavec Group. (2017). Cybercrime Damages Will Cost the World $6 Trillion Annually by 2021. Retrieved from:

CybercrimReport.pdf (accessed on 21 January 2019)

Cyberspace Administration of China (2019). China's Internet network security situation in the first half of 2019. Retrieved from,2019-08-13.

Fang W.K. & Zhou, T. (2017). Research on the mechanism of social Interaction on social Business User behavior. Journal of Information science, 2017(1):167-172.

Furnell, S. M.& Karweni, T. (1999). Security implications of Electronic Commerce: A Survey of Consumers and Businesses. Internet Research, 9(5). 372-382

Gao F. (2010). Mobile Information Security Perception and its Impact on mobile Payment Acceptance. Dissertation. Beijing: Tsinghua University.

Gefen D., & Straub, K. D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1):51-90.

Gu D.X, & Zhang Y. (2016). Research on positive public opinion information dissemination model of social network based on expectation confirmation theory. Information Science, 4.

Hair J, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2013). Multivariate data analysis (7thed.), 541-663. USA: Pearson Education Limited.

Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication monographs, 76(4), 408-420

He X.F. (2014). Research on Management Application Mode Based on Safety Perception Theory. Dissertation. Xi,an: Xi 'an University of Architecture and Technology.

Hoffman, D. L, Novak, T. P., & Peralta, M. (1999). Building Consumer Trust Online. Communications of the ACM. 42(4):80-85

Huang B.X.& Zhu X.D. (2016). Research on the influencing factors of users' intention to continue using mobile social apps. Modern Information, 2016(12).

Huang, D.L. (2009). Information Security Awareness Model and its Application. Dissertation. Beijing: Tsinghua University.

Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). New York, NY: The Guilford Press.

Li D., Browne G. J. & Wetherbe J. C. (2006). Why Do Internet Users Stick with a Specific Web Site? A Relationship Perspective. International Journal of Electronic Commerce, 10(4):105-141.

Li, J. & Hu, R. (2014). Research on influencing factors of mobile library users' willingness to use -- from the perspective of information security perception. Books and information. 2014(4):99-104.

Lu, F.H. (2006). Research on the Influencing Factors of customers' Initial trust on B2C Websites Dissertation. Zhejiang: Zhejiang university.

Luo H., Rao, P.L., & Ji X. (2017). The influence of trust and security on mobile payment decision making. Enterprise Economics,08:70-74.

Mainaiti, M., Zhao, X.Y., Jia, M.H., Ru, Y. & Zhu, S.K. (2018). How we eat determines what we become: opportunities and challenges brought by food delivery industry in a changing world in China. European Journal of Clinical Nutrition. 72(9):1282-1286

Memorabilia (2018). Timeline: Facebook User data breach. Retrieved from,2018-03-17.

Pavlou, B. P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3):243-268.

Siau K, & Shen Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46(4):91-94.

Singh J. & Sirdeshmukh D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1):150-167.

Swan J E, Bowers M R, & Richardson L D (1999). Customer Trust in the Salesperson: An Integrative Review and Meta-Analysis of the Empirical Literature. Journal of Business Research, 44(2):93-107.

Wei M.X. (2005). Research on the Impact of perceived privacy and perceived security on E-commerce credit. Chinese Journal of Management, 2(1):61.

Xinhuanet. (2019). Hit the net black ash production! Didi and Tencent set up a joint lab on Internet security. Retrieved from

Yadav R., Sharma, S. K. & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management, 29(2):222-237.

Ye Q.F. (2012). An Empirical study on factors influencing mobile payment adoption. Dissertation. Chengdu: University of Electronic Science and Technology of China.

Yenisey, M. M., Ozok, A. A., & Salvendy, G. (2005). Perceived security determinants in e-commerce among Turkish university students. Behaviour and Information Technology, 24(4), 259-274.

Yin H. (2017). Research on consumer trust in third-party travel platform in sharing economy。 Dissertation. Harbin: Harbin Institute of Technology.

Zhou, T., Lu, Y. B. & Zhang, J. L. (2009). Research on The Acceptance Behavior of Mobile Business Users based on perceived Value and trust. Journal of Management Science, 6(10):1407-1412.






Research Articles