Trust to repurchase: investigating consumer behaviour with SOR theory and dual-stage SEM-ANN analysis

Purpose This study aims to examine the impact of product quality, service quality and price fairness on consumer trust and repurchase intention for distinctive agricultural products. It further employs the stimulus-organism-response (SOR) theory to explore the mediating role of consumer trust. The study fills a gap in consumer behaviour research on regionally distinctive agricultural products, offering insights into trust formation and strategic recommendations. Design/methodology/approach A quantitative approach was used, integrating partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis. The analysis was based on data from 487 consumers. PLS-SEM tested linear relationships, while ANN identified nonlinear patterns for a comprehensive understanding of trust and repurchase behaviour. Findings The findings offer that product quality, service quality and price fairness significantly enhance consumer trust. Price fairness influences repurchase intention indirectly through trust. Service quality is the strongest predictor of trust, while product quality has the greatest impact on repurchase intention. In particular, ANN analysis highlights nonlinear effects that reinforce the mediating role of trust in shaping consumer decision-making. Research limitations/implications The study is limited to Guizhou Province, affecting generalisability. Future research should explore other regions and additional consumer behaviour factors. Practical implications Businesses should enhance product and service quality to build trust and increase repurchase rates. Transparent pricing strategies further strengthen consumer loyalty. Social implications Findings support rural economic development by guiding branding and quality assurance strategies for local agricultural products, boosting market sustainability. Originality/value This study makes three key contributions. Theoretically, it extends the application of the SOR theory to the underexplored domain of regionally distinctive agricultural products, emphasising trust as a central mediating mechanism. Methodologically, it introduces a dual-stage SEM-ANN analysis to reveal both linear and nonlinear relationships in consumer decision-making. Practically, the findings offer targeted recommendations for businesses and policymakers seeking to enhance brand trust and repurchase rates in rural and niche agricultural markets.