A social commerce investigation of the role of trust in a social networking site on purchase intentions

By Nick Hajli, Julian M. Sims, A. H. Zadeh, Marie-Odile Richard. 2017

621 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/73059056d6a67a858f93d08e112f1d6b3d8603a2

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In Information Systems and Management

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage (2018, background): “However, most researchers opted for a unidimensional perspective that seems to be quite satisfactory (Hajli et al., 2017; Pappas, 2016; Hajli, 2014a, 2014b; Pavlou and Fygenson, 2006; Everard and Galletta, 2005; Jarvenpaa et al., 2000).”
Brand co-creation through social commerce information sharing: The role of social media (2020, background): “Social support is thus a key variable in social commerce research (Hajli et al., 2017; Zhang et al., 2014).”
How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective (2019, background): “[34], there is a great relationship between the intimacy and trust among users.”
Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust (2020, background): “It also matches Hajli (2014) and Hajli et al. (2017) who established that trust has a significant positive impact in social commerce and acts as a key predictor for purchase intentions from e-sellers.”
The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective (2020, methodology): “Furthermore, trust has been found to influence in the consumer and enhances the intention to buy (Hajli et al. 2017).”