Abstract
Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes.
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This work is partially supported by the Deanship of Scientific Research, King Saud University through Research Group No. RG-1435-051.
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Goraya, M.A.S., Jing, Z., Shareef, M.A. et al. An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business. Electron Markets 31, 181–195 (2021). https://doi.org/10.1007/s12525-019-00347-w
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DOI: https://doi.org/10.1007/s12525-019-00347-w
Keywords
- Social commerce
- Community attributes
- Platform attributes
- Trust in platform
- Trust in community
- Social commerce intention
- E-WOM intention