Social interaction plays an increasingly important role in facilitating consumption, and many e-commerce platforms have incorporated peer information into product interface design. Given the limited attention paid to action-based information cues, this study proposes repeat purchase action as an information cue and examines its impact on user purchase intention. Drawing on social learning theory, we developed a research model and conducted two online experiments on Credamo, a professional online survey platform in China. The research model was empirically tested using bootstrapping-based mediation analysis. The results showed that both purchase action and repeat purchase action significantly increased user purchase intention. In addition, the impact of repeat purchase action on purchase intention was mediated by trust expectation, whereas purchase action did not elicit users’ trust expectation. These findings add to the literature on information cues in e-commerce and extend the theoretical explanatory power of social learning theory. This study also provides managerial implications for e-commerce platforms and sellers in implementing effective product interface information design and selection strategies.
Sun et al. (Sat,) studied this question.