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Related Experiment Video

Updated: Jul 6, 2025

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

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

Published on: October 20, 2022

Understanding Trust Drivers of S-commerce.

Mousa Al-Kfairy¹, Ahmed Shuhaiber¹, Ayman Wael Al-Khatib²

¹College of Technological Innovation, Zayed University, Abu Dhabi, United Arab Emirates.

|January 1, 2024

Summary

Customer trust in social commerce (s-commerce) is vital. This study found disposition to trust, institution-based trust, and web experience significantly influence user trust in Instagram shopping.

Keywords:

Instashopping S-Commerce SEM Trust Trust Drivers

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Last Updated: Jul 6, 2025

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Area of Science:

Digital Commerce
Consumer Psychology
Information Systems

Background:

Trust is a critical factor for technology adoption, especially in social commerce.
Existing literature lacks in-depth exploration of customer trust constructs within s-commerce platforms.
Instagram shopping (Instashopping) presents a unique context for studying trust dynamics.

Purpose of the Study:

To propose and test a multi-dimensional model of user trust in social commerce.
To analyze the influence of institution-based trust, disposition to trust, personal inventiveness, perceived page quality, and web experience on trust in Instashopping.
To contribute to the theoretical understanding of trust dynamics in the s-commerce environment.

Main Methods:

Survey data collected from 267 university students in the UAE who shop on Instagram.
Structural Equation Modelling (SEM) used for data analysis.
Confirmatory Factor Analysis (CFA) employed to validate the measurement model.

Main Results:

Disposition to trust, institution-based trust, and general web experience significantly influenced user trust and trusting beliefs.
Perceived site quality did not show a significant association with trusting beliefs.
User trust is a key determinant of success for social commerce platforms.

Conclusions:

Online platforms must prioritize building and maintaining customer trust for sustained success.
Theoretical contributions include a comprehensive analysis of trust dynamics in social commerce.
Practical implications involve guiding organizations in developing effective trust-building strategies for the digital marketplace.