Related Experiment Video
Updated: Oct 3, 2025
06:18
The Collective Trust Game: An Online Group Adaptation of the Trust Game Based on the HoneyComb Paradigm
Published on: October 20, 2022
2.2K
Exploring Trust Formation and Antecedents in Social Commerce
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.
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.
More Related Videos
Related Concept Videos
01:26Social Exchange Theory
39
As formulated by John Thibaut and Harold Kelley, Social Exchange Theory explains human relationships as economic-like exchanges that maximize rewards and minimize costs. This theory suggests that individuals engage in relationships to gain benefits and reduce burdens, similar to economic transactions. It has been widely applied to various types of relationships, including romantic, professional, and social interactions.Rewards and Costs in RelationshipsRelationship rewards include emotional...
39
02:12Relationship Formation
41.7K
What do you think is the single most influential factor in determining with whom you become friends and whom you form romantic relationships? You might be surprised to learn that the answer is simple: the people with whom you have the most contact. This most important factor is proximity. You are more likely to be friends with people you have regular contact with. For example, there are decades of research that shows that you are more likely to become friends with people who live in your dorm,...
41.7K
00:52Social Proof
29.1K
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
29.1K
01:20Friendships and Close Friendships
12
Friendship formation is a dynamic process shaped by psychological, cultural, and social factors. Friendships play a crucial role in emotional well-being, social development, and personal identity from childhood to adulthood.Childhood and Early FriendshipsFriendships in childhood often arise due to shared environments, such as school or neighborhood interactions. At this stage, proximity and common interests serve as the primary basis for connection. As children grow, their friendships evolve...
12
01:29Processes of Self-Presentation
6
Effective self-presentation is a central component of social interaction and identity construction. It relies on the dynamic processes of defining the situation and engaging in self-disclosure. These mechanisms help individuals navigate social context expectations and manage how others perceive them, fostering mutual understanding and relationship development.Defining the SituationSocial situations are shaped by collectively understood frames—a set of widely understood rules or...
6
01:30Social Foundations of Self IV: Self in Digital Communication
10
Since the early 2000s, computer-mediated communication (CMC) has grown rapidly, playing a crucial role in self-development. A key distinction between CMC and real-life interactions is the lack of a physically present partner. This absence makes non-verbal cues such as facial expressions, body language, and paralinguistic signals unavailable in CMC platforms like email, instant messaging, or social media. The lack of these cues can create ambiguity and complicate how feedback is interpreted.The...
10