Ongoing Trust and Tourism O2O Platform Continuance: A Two-Trustee Involved Model With Moderating Variable

Continuous use is critical for the survival and success of any tourism online-to-offline (O2O) platforms. Much prior research has focused on initial trust on initial adoption of e-commerce websites but pays less attention to the effect of ongoing trust on continuous use. This study presents an integrated model, including two categories of ongoing trust to test their contributions on tourism O2O platform continuance. It also examines their different antecedents, impacts, and the interactions between them. Drawn from a web-based survey with 418 responses, empirical results show that ongoing trust in O2O platforms positively influence platform continuance, whereas ongoing trust in offline destinations positively influence ongoing trust in platforms. Confirmations of expected product and service quality are significant to ongoing trust in destinations, but confirmation of expected convenience is not. Confirmations of expected platform quality, specific guarantees, and loyalty program benefits are significant to ongoing trust in platforms. In addition, the antecedents and effects of ongoing trust in platforms are different between experienced and less-experienced customers. These findings have useful implications on how academics and practitioners work together to ensure the sustainable development of their tourism O2O businesses.

Abstract licence: CC BY

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