文章基本信息

标题：FACTORS AFFECTING TRUST IN SOCIAL COMMERCE: A STRUCTURAL EQUATION MODEL
本地全文：下载
作者：C. Christopher Lee ; Young Sik Cho ; B. Benjamin Bae 等
期刊名称：Issues in Information Systems
印刷版ISSN：1529-7314
出版年度：2017
卷号：18
期号：4
页码：70-90
出版社：International Association for Computer Information Systems
摘要：This study attempted to investigate what factors significantly affect trust in social commerce. The authors proposedfive factors including social influences, customer attitudes/biases/past experiences, reputation of business, reputationof peers, and transactional security. The authors employed three models including multiple regression model, logisticregression model and structural equation model. Sample data was collected from a survey questionnaire. The studyfound that peer reputation and transaction security significantly affected consumer trust when using social commerceto purchase goods online. Social influence, customer attitude, and business reputation had mixed results. Whensegmenting by gender, the trust of women was found to be significantly impacted by social influence, customer attitude,and peer reputation, while peer reputation and transaction security significantly impacted men’s trust.
关键词：e-commerce; social commerce; consumer trust; online transactions