Jia Shen, Rider UniversityFollow

Start Date

11-8-2016

Description

This paper presents a research proposal that examines trust and perceived enjoyment in social commerce, and compares them across cultures. In recent years, social commerce has emerged among the latest platform to leverage the power of social networking with online shopping. As social commerce platforms grow around the globe, what factors contribute to the building of trust and perceptions of enjoyment in social commerce? Do these factors hold in different cultures? A study is planned to examine factors in two countries with distinctive cultures: the US and China. A research model is discussed. The results will contribute to the theoretical understanding of the role of trust and enjoyment in designing social commerce solutions in cross-cultural domains, and offer practical implications for companies developing global social commerce presence strategies.

Download

Share

COinS
 
Aug 11th, 12:00 AM

Exploring Trust and Enjoyment in Social Commerce: A Cross-Cultural Research Proposal

This paper presents a research proposal that examines trust and perceived enjoyment in social commerce, and compares them across cultures. In recent years, social commerce has emerged among the latest platform to leverage the power of social networking with online shopping. As social commerce platforms grow around the globe, what factors contribute to the building of trust and perceptions of enjoyment in social commerce? Do these factors hold in different cultures? A study is planned to examine factors in two countries with distinctive cultures: the US and China. A research model is discussed. The results will contribute to the theoretical understanding of the role of trust and enjoyment in designing social commerce solutions in cross-cultural domains, and offer practical implications for companies developing global social commerce presence strategies.