The information quality and source credibility matter in customers’ evaluation toward food O2O commerce |
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Institution: | 1. Department of Obstetrics and Gynecology, Jewish General Hospital, McGill University, Montréal, QC;2. Centre for Clinical Epidemiology and Community Studies, Jewish General Hospital, McGill University, Montréal, QC;1. Department of Otolaryngology, Boston University Medical Center, 800 Harrison Ave BCD 5th floor, Boston, MA, USA;2. Department of Otolaryngology, Icahn School of Medicine at Mount Sinai, 1 Gustave L. Levy Pl, New York, NY, USA;3. Department of School of Medicine, University of Rochester Medical Center, Rochester, NY, USA |
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Abstract: | This study examines customer’s decision making when purchasing food product through O2O commerce applying the elaboration likelihood model (ELM) and the technology acceptance model (TAM). Further, this research investigates which information processing path, central route (information quality) or peripheral route (source credibility), is related to purchase frequency. Results of the data analysis demonstrate (1) the positive relationship between information quality, perceived usefulness, and perceived ease of use; (2) the significant relationship between source credibility, perceived usefulness, and perceived ease of use; (3) the significant influence of perceived usefulness and perceived ease of use on customer trust; and (4) the significant relationships among customer trust, attitudes, and behavioral intentions. In addition, customers with high purchase frequency tend to process messages via the central route, while customers with low purchase frequency focus on the peripheral route. These findings provide theoretical and managerial implications that contribute to O2O commerce marketing. |
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Keywords: | Food O2O commerce Information quality Source credibility Elaboration likelihood model (ELM) Technology acceptance model (TAM) Food industry |
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