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A Social Commerce Investigation Of The Role Of Trust In A Social Networking Site On Purchase Intentions, Nick Hajli, Julian Sims, Arash H. Zadeh, Marie-Odile Richard

Marketing Faculty Publications and Presentations

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 …