Consumer Behavioral Stickiness in Malaysian O2O Commerce from a Relationship Perspective: Trust Transfer Theory and Trust-Commitment Theory
Keterikatan Tingkah Laku Pengguna dalam Perdagangan O2O Malaysia dari Perspektif Perhubungan: Teori Pemindahan Kepercayaan dan Teori Kepercayaan-Komitmen

Graduate School of Business
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

wafa.mohammed88@gmail.com

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

norasiah@ukm.edu.my

Abstract

Amid fierce competition in Malaysia’s food industry, companies must unravel the trust dynamics that secure consumer loyalty to online-to-offline (O2O) platforms. By mastering these dynamics, businesses can transform their platforms from mere conveniences and transactional tools into consumer favorites for discovering, ordering, and enjoying food. Hence, this study examines the relationship between trust in the O2O platform, trust in the users’ community, trust in the O2O merchant and user stickiness on the O2O platform from the consumers’ perspective in Malaysia’s O2O food industry. This study also investigates the effect of trust in the users’ community as a mediator. A Structural Equation Model (SEM) analysis was conducted on data from 573 respondents. Results indicate that three distinct trust dimensions positively relate to user stickiness on O2O platforms. Moreover, trust in the user community exerts both direct and indirect effects on stickiness on the O2O platform. This study contributes to the knowledge of O2O commerce literature and provides platform developers and marketers with practical insights.

Keywords

food industry; Malaysia; online-to-offline (O2O); trust in O2O merchants; Trust in the O2O platform; trust in the O2O users’ community; user stickiness on the O2O platform
https://doi.org/10.17576/pengurusan-2025-74-1

Citation

Mohammed Muharram, W., & Omar, N. A. (2025). Consumer Behavioral Stickiness in Malaysian O2O Commerce from a Relationship Perspective: Trust Transfer Theory and Trust-Commitment Theory. Jurnal Pengurusan, 74, –. https://doi.org/10.17576/pengurusan-2025-74-1

@article{muharram2025consumer,
  title={Consumer Behavioral Stickiness in Malaysian O2O Commerce from a Relationship Perspective: Trust Transfer Theory and Trust-Commitment Theory},
  author={Mohammed Muharram, Wafaa and Omar, Nor Asiah},
  journal={Jurnal Pengurusan},
 

volume={74},
  number={},
  pages={—},
  year={2025},
  doi={https://doi.org/10.17576/pengurusan-2025-74-1},
  publisher={Penerbit UKM},
}

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74 (2025) –

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