Abstract
The future of e-commerce is changing with the more recent emergence of social commerce. Web 2.0 has affected e-commerce, resulting in the emergence of a new concept known as social commerce. For a long time trust has been considered a challenge for both parties in e-commerce transactions; trust is also now challenging s-commerce. Drawing on the Technology Acceptance Model (TAM) (Davis, 1989) the author analyses trust along with some of the components of social commerce which affect the intention to buy among individuals by proposing and testing Social Commerce Adoption Model (SCAM). This research gathers survey data and applies structural equation modeling (SEM) to analyze the data. The results show trust is influential in s-commerce. The influence of trust is also strong on consumers’ intentions to buy. Limitations and implications are discussed in the end.
Recommended Citation
Hajli, Mahmood, "SOCIAL COMMERCE: THE ROLE OF TRUST" (2012). AMCIS 2012 Proceedings. 9.
https://aisel.aisnet.org/amcis2012/proceedings/ISSecurity/9
SOCIAL COMMERCE: THE ROLE OF TRUST
The future of e-commerce is changing with the more recent emergence of social commerce. Web 2.0 has affected e-commerce, resulting in the emergence of a new concept known as social commerce. For a long time trust has been considered a challenge for both parties in e-commerce transactions; trust is also now challenging s-commerce. Drawing on the Technology Acceptance Model (TAM) (Davis, 1989) the author analyses trust along with some of the components of social commerce which affect the intention to buy among individuals by proposing and testing Social Commerce Adoption Model (SCAM). This research gathers survey data and applies structural equation modeling (SEM) to analyze the data. The results show trust is influential in s-commerce. The influence of trust is also strong on consumers’ intentions to buy. Limitations and implications are discussed in the end.