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Online-to-offline (O2O) commerce is a new e-business model that is popular among consumers and profitable for e-vendors. However, limited studies have been conducted to understand consumer behavior in this context. Based on commitment-trust theory and trust transfer theory, we conducted an exploratory study to explore consumers' repurchase intention and sharing intention in the O2O commerce context from the relational viewpoint. Two studies were conducted using a web-based survey and Partial Least Squares were used to analyze the data. In Study 1, the results indicated that various targets of trust and commitment have significant effects on repurchase intention and sharing intention. Trust can be transferred both inter-channel and intrachannel in O2O commerce. Moreover, the effect of trust in O2O platforms on commitment is mediated by trust in user community and trust in merchants. To demonstrate the generalizability and external robustness of the results, we replicated the research model in Study 2 using data from a more representative sample. The replicated study produced similar results. This research provides an initial understanding of consumer behavior in the O2O commerce context and contributes to trust transfer theory and commitment-trust theory. Further, this research benefits companies undertaking O2O business by enabling them to better understand how to improve consumer repurchasing intention and sharing intention to succeed in the e-business industry.

Purpose The purpose of this paper is to compare the relative impacts of trust and risk on individual’s transaction intention in consumer-to-consumer (C2C) e-marketplaces from both the buyers’ and the sellers’ perspectives. Design/methodology/approach Two surveys were used to collect data regarding buyers’ and sellers’ perceptions and transaction intentions at a typical C2C e-marketplace. Partial least squares was used to analyze the data. A complementary qualitative study was conducted to triangulate the results from the quantitative study. Findings Institution-based trust (IBT) exerts a stronger influence on transaction intentions for buyers than for sellers. Sellers perceive a stronger impact of trust in intermediary (TII) than buyers on transaction intentions. The impacts of perceived risk in transactions are not different between buyers and sellers. Furthermore, IBT mediates the impacts of TII and perceived risk on transaction intentions for buyers. Research limitations/implications The results indicate that the impacts of trust and risk on transaction intention in e-marketplaces do differ between buyers and sellers. This suggests a need to further investigate the buyer–seller difference in online transactions. Practical implications Intermediaries need to focus on different types of trust-building mechanisms when attracting buyers and sellers to make transactions in the e-marketplace. Originality/value C2C e-marketplaces cannot survive without participation from both buyers and sellers. Most prior research is conducted from the buyers’ perspective. This research sets a starting point for future research to further explore the differences between buyers’ and sellers’ behavior in C2C e-commerce environments.

Purpose This study aims to strengthen implications about hotel cleaning outcomes by comparing guests’ perception of the amount of contact they have with cleanliness of hotel surfaces. Design/methodology/approach This study used two data-collection methods, a survey and an adenosine triphosphate (ATP) test. Data were collected from recent hotel guests using Amazon Mechanical Turk. Guests were asked to identify hotel surfaces that they touch most frequently. Actual hotel cleanliness was measured using empirical data collected with ATP meters. The two data sets were used to compare guests’ perceptions about the amount of contact they have with actual cleanliness measurements of those hotel surfaces. Findings This study found that amount of guest contact was related to cleanliness of surfaces in guestrooms. Significant differences were found in guest perception between high- and low-touch areas and between guestrooms and hotel public areas. More high-touch areas and higher ATP readings were found in guestrooms than in hotel public areas. Originality/value To the best of the authors’ knowledge this study is the first to compare guest contact with hotel surfaces to a scientific measure of hotel cleanliness. In addition, this study is unique because it assesses guest contact and cleanliness of public areas to provide a holistic view of hotel-cleaning needs. The study offers industry empirically based results from guest perception and scientifically based data that can be used to improve hotel housekeeping programs.

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Drawing upon the theories of conceptual metaphors and embodiment, in the present study we systematically examined the metaphorical link between spicy tastes and anger. In terms of personality, the results showed that participants presumed strangers who liked spicy foods (e.g., chili peppers) were more easily angered (Experiment 1). In addition, we found that people who are higher in trait anger are more likely to have a spicy food preference (Experiment 2). The findings support a metaphorical mapping between taste and personality processes.