Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents

Proliferation of social media platforms such as Facebook, Instagram, Twitter, WhatsApp, Snapchat and others among their numerous strengths unfortunately came along with some inconveniences such as uncertainty users face during communication. The aim of this study is to determine the preference of Social Networking Sites for uncertainty reduction by international students and local community. The research adopted quantitative methodology to find out international students' preference of Social Networking Sites with respect to reducing the level of uncertainty. In line with previous research, results of the study indicate a direct relationship between preference of SNSs and low-level of uncertainty. Thus, the results reveal that active, passive and interactive strategies used by the international students play an important role in the degree of uncertainty faced by the local and international students.