Elements of information ecosystems stimulating the online consumer behavior: A mediating role of cognitive and affective trust

Information makes consumers aware of what is on the market, their producers, and their prices, which is important for making informed purchasing decisions. Information to influence customer decision-making in online purchasing environments is becoming increasingly focused, but the diverse mechanisms of information ecosystems for building trust are little recognized. Therefore, the current study fills a research gap in consumer behavior by explaining the effect of determinants on purchasing and recommendation behavior from the perspective of information ecosystem elements. This study proposed a theoretical model combining the stimulus-organization-response (S-O-R) model, the effect hierarchy model, and the information ecosystem theory. The 372 valid responses were collected through a structured questionnaire and analyzed using structural equation modeling (SEM). Theoretical and empirical evidence support the mediation role of cognitive and affective trust in explaining online physician ratings and consumer behavior. The results revealed that the novel technology and functions should be introduced into the online physician review platform to enhance information quality and perceived similarity between receivers and senders. Practitioners should focus more on developing cognitive and affective trust, which will benefit the rapid growth of online shopping. Based on the outcomes, this study offers some valuable suggestions for policymakers.