The Impact of trust building on online purchase intention: The Case of Yunnan Pu-erh tea market

Abstract

Pu-erh tea, a specialty of the Yunnan region, has seen significant changes in production and distribution due to e-commerce. However, online transactions pose trust challenges for consumers. While trust is recognized as a key factor influencing online shopping intention, there remains a significant level of distrust towards online shopping, which significantly affects consumers’ intension to engage in online purchases. This study aims to identify factors contributing to trust building among Pu-erh tea consumers and to explore their impact on online purchase intention. Data were collected through a questionnaire from 406 Chinese adult consumers familiar with Pu-erh tea and online shopping. Structural equation modeling (SEM) was employed to analyze the data, test hypotheses, and develop a model for trust-building factors in Yunnan Pu-erh tea brands. Participants were digitally literate and experienced in online shopping, ensuring the survey's relevance. The results indicate that consumer feedback, consumer expectations, brand loyalty, and user experience positively impact trust. These factors collectively contribute to consumer trust construction. Additionally, a positive relationship between trust construction and online purchase intention was confirmed, suggesting that trust significantly enhances consumers’ willingness to make online purchases. This study provides a comprehensive understanding of the positive impact of trust building on online purchase intention. The findings have significant implications for Pu-erh tea distributors, e-commerce platforms, and governmental departments, who can use these insights to improve mechanisms and management, thereby enhancing consumer trust in online shopping and increasing purchase willingness.