دانلود رایگان مقاله تحقیقات بازرگانی اجتماعی در مورد نقش اعتماد در سایت شبکه اجتماعی بر روی اهداف خرید

abstract

Trust is a crucial issue in online shopping environments, but it is more important in social commerce platforms due to the salient role of peer-generated contents. This article investigates the relationship between trust in social commerce and purchase intentions and describes a mechanism to explain this relationship. We propose a main and two alternative models by drawing on three concepts: social commerce information seeking, familiarity with the platform, and social presence. The models clarify the mechanisms through which trust, familiarity, social presence, and social commerce information seeking influence behavioral intentions on social commerce platforms. Findings from a survey of Facebook users indicate that trust in a social networking site (SNS) increases information seeking which in turn increases familiarity with the platform and the sense of social presence. Moreover, familiarity and social presence increase purchases intentions. Findings indicate that the main model fits the data better than the alternative ones. Theoretical and managerial implications are discussed.

7. Discussion

This study contributes to the literature by investigating the role of trust in customer's intentions to purchase from e-vendors on social commerce platforms. In doing so, we propose a mechanism to explain the relationship between trust in a platform and purchase intentions. The mechanism encompasses three related constructs: social commerce information seeking, familiarity with the platform, and social presence. We used Facebook as the best known SNS and a fertile platform for social commerce to empirically test our model. We also validated our model by proposing two alternative ones and comparing their fits to the data. The results of the empirical study among Facebook users indicated that the main model presented in Fig. 1, fits the data better than the alternative ones.