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Updated: Jul 6, 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
2.1K
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.
Heliyon
|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.
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.
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