Trust transfer effect: The impact of effective market order on tourists' purchase behavior

By its nature, the tourism market is characterized by uncertainty and unfamiliarity, and so the success of market transactions depends on an effective market order. However, it is unclear how the latter affects tourists' purchase behavior, and whether tourists with different degrees of travel experience behave heterogeneously in this regard. This study innovatively employs quantitative methods to analyze online reviews and a post-trip survey, and shows that: 1) effective market order (comprising constructive rules and spontaneous rules) prompts tourists' purchase behavior, and constructive rules have a stronger and more fluctuate effect than spontaneous rules; 2) trust transfer from ex-post personalized trust to macro social trust plays a chain-mediating role; 3) this transfer process is moderated by travel experience.