Understanding E-Commerce Consumers' Repeat Purchase Intention: The Role of Trust Transfer and the Moderating Effect...

The dominant position of e-commerce is especially being articulated in the retailing industry once again due to several constraints that the world faces in the COVID-19 pandemic era. In this regard, this study explores the significant role of trust transfer (from offline to online) and the moderating effect of consumers' neurotic traits in the framework of trust-satisfaction-repurchase intention in the e-commerce context based on a survey with 406 Korean e-commerce consumers. Moreover, a prediction-oriented segmentation (POS) technique combined with structural equation models (SEM) was utilized to reveal consumers' probable hidden heterogeneous characteristics. The outcomes of the global model SEM analysis indicate that offline-online trust transference occurs in e-commerce, and the conveyed trust significantly influences satisfaction and consumers' repeat purchase intention through satisfaction. Neuroticism also has significant positive effects on trust transfer in the global model. However, results in three subgroups generated by POS show heterogeneous characteristics that considerably differed from the global model test results. The implications from this study will be beneficial to field practitioners in the e-commerce industry in addressing the importance of trust transfer, negative neurotic traits as well as heterogeneous aspects of consumers.