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Related Experiment Video

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The Collective Trust Game: An Online Group Adaptation of the Trust Game Based on the HoneyComb Paradigm

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Exploring Trust Formation and Antecedents in Social Commerce.

Ali Alkhalifah¹

¹Department of Information Technology, College of Computer, Qassim University, Buraydah, Saudi Arabia.

Frontiers in Psychology

|February 14, 2022

Summary

Building consumer trust is crucial for social commerce (SC) success. This study identifies key factors like platform assurance, seller reputation, community engagement, and secure payments that enhance trust and drive purchasing behavior on SC platforms.

Keywords:

electronic commerce online community online payment social commerce (SC)social media trust

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Area of Science:

Social Sciences
Information Systems
Marketing

Background:

Social commerce (SC) platforms are increasingly popular for online shopping.
Trust is a significant challenge in SC due to the absence of face-to-face interaction.
Existing research on trust formation and antecedents in SC is limited, often overlooking its multidimensional nature.

Purpose of the Study:

To develop and validate a model exploring the antecedents of consumer trust in social commerce.
To investigate the roles of structural assurance, SC platform, SC community, and online payment in fostering trust.
To examine the impact of trust on behavioral intention within the social commerce context.

Main Methods:

Utilized social-technical theory and a trust lens to conceptualize the research model.
Collected data from 406 participants across Australia, the United States, and the United Kingdom via online surveys.
Employed partial least squares structural equation modeling (PLS-SEM) for data analysis and hypothesis testing.

Main Results:

Consumer trust in social commerce significantly influences behavioral intention.
Trust in the SC platform, SC community, and online payment positively impact overall trust in SC.
Structural assurance and trust in the SC platform are significant predictors of trust in sellers, the SC community, and online payment.

Conclusions:

The study provides empirical evidence for the factors influencing trust in social commerce.
Findings highlight the importance of platform design, seller integrity, community dynamics, and secure payment systems.
Offers theoretical contributions and practical insights for enhancing consumer trust and engagement in social commerce environments.