Belief of Customers in Social Commerce Performed via Social Networking Sites: An Empirical Study from Hồ Chí Minh City
Keywords:
Social-commerce, willingness to buy, TRA, artificial neural network.Abstract
While e-commerce emphasizes platform-based trust and security, social media platforms are not liable for users’ posts and comments during social commerce (s-commerce) activities. Additionally, the impact of customer trust on their attitudes and willingness to engage in s-commerce remains largely unexplored. This study aims to develop a theoretical model that examines the influence of trustee characteristics on customer trust, attitude, and willingness to buy, using the theory of reasoned action (TRA). A survey was conducted, collecting 200 valid questionnaires from customers in Vietnam who use Instagram, Facebook, Twitter, and TikTok. Firstly, the study confirms that perceived reputation, multichannel integration (MTI), and system assurance positively influence customer trust, which subsequently affects customer attitude and leads to a willingness to purchase. Secondly, a neural network model was employed to rank the relatively significant predictors obtained from structural equation modeling (SEM). This study contributes to the growing literature on the use of social networking site (SNS) apps in boosting e-commerce businesses. The novel methodology and findings from this study significantly contribute to the existing literature on e-commerce settings. Therefore, for practitioners aiming to build trust in their SNS-based businesses, the findings highlight the importance of trust in s-commerce and recommend an integrated approach based on the key findings of this study.
Classification number
Economics
Downloads
Published
2023-06-30
References
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Yingzi, Z., & Zhaoji, Y. (2022). Research on user trust evaluation of social E-commerce platform based on artificial neural network. Optik, Vol. 271. https://doi.org/10.1016/j.ijleo.2022.170193
Algharabat, R. S., & Rana, N. P. (2021). Social commerce in emerging markets and its impact on online community engagement. Information Systems Frontiers, 23(6). DOI: https://doi.org/10.1007/s10796-020-10041-4
Ambrose, P., Johnson, G., Ambrose, P. J., & Johnson, G. J. (1998). A trust based model of buying behavior in electronic retailing. AMCIS 1998 proceedings. Association for Information Systems, AIS Electronic Library (AISeL).
Ashraf, A. R., Thongpapanl Tek, N., Anwar, A., Lapa, L., & Venkatesh, V. (2021). Perceived values and motivations influencing M-commerce use: A nine-country comparative study. International Journal of Information Management, 59(3). DOI: https://doi.org/10.1016/j.ijinfomgt.2021.102318
Asim, Y., Malik, A. K., Raza, B., & Shahid, A. R. (2019). A trust model for analysis of trust, influence and their relationship in social network communities. Telematics and Informatics, Vol. 36. DOI: https://doi.org/10.1016/j.tele.2018.11.008
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice- Hall.
Brengman, M., & Karimov, F. P. (2012). The effect of web communities on consumers’ initial trust in B2C E-commerce websites. Management Research Review, 35(9). DOI: https://doi.org/10.1108/01409171211256569
Chiles, T. H., McMackin, J. F. (1996). Integrating variable risk preferences, trust, and transaction cost economics. Academy of Management Review, 21(1). DOI: https://doi.org/10.2307/258630
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the unified theory of acceptance and use of technology. Computers in Human Behavior, Vol. 86. DOI: https://doi.org/10.1016/j.chb.2018.04.017
Chow, S., & Holden, R. (1997). Toward an understanding of loyalty: The moderating role of trust. Journal of
Managerial Issues, 9(3). DOI: https://www.jstor.org/stable/40604148
Doney, M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationship.
Journal of Marketing, 61(2).
Elizabeth, D., & Wilson, H. N. (2003). The role of dynamic capabilities in E-business transformation. European Journal of Information Systems, 12(4). DOI: https://doi.org/10.1057/palgrave.ejis.3000478 Ganesan, S. (2019). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2): 1–19. DOI: https://doi.org/10.1177/00222429940580020
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6). DOI:
https://doi.org/10.1016/S0305-0483(00)00021–9
Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12(1). DOI:
https://doi.org/10.4324/9780080496313–9
Gulati, R., & Garino, J. (2000). Get the right mix of bricks and clicks. Harvard Business Review, 78(3).
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural
equation modeling (Pls-Sem) (2nd Ed.). Sage Publications. DOI: https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). Pls-Sem: Indeed a silver bullet. Journal of Marketing
Theory and Practice, 19(2). DOI: https://doi.org/10.2753/MTP1069-6679190202
Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention and behavior: An introduction to
theory and research. Contemporary Sociology, 6(2). DOI: https://doi.org/10.2307/2065853
Houghton, S. M., Simon, M., Aquino, K., & Goldberg, C. B. (2000). No safety in numbers: Persistence of biases and their effects on team risk perception and team decision making. Group & Organization Management, 25(4): 325–353. https://doi.org/10.1177/1059601100254002
Jarvenpaa, S. L., Tractinsky, N., Saarinen, L., & Vitale, M. (1999). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2): 45–71. DOI:10.1111/j.1083-6101.1999.tb00337.x
Jarvenpaa, S. L., Tractinsky, N., Saarinen, L., & Vitale, M. (2000). Consumer trust in an internet store.
Information Technology and Management, 5(2): 45–71. DOI: https://doi.org/10.1023/A:1019104520776
Kartalia, J. (2000). Reputation at risk? Risk Management, 47(7): 57–58.
Kini, A., & Choobineh, J. (1998). Trust in electronic commerce: Definition and theoretical considerations.
Proceedings of the thirty-first Hawaii international conference on system sciences, 00(C), 51–61.
Lal, P. (2017). Analyzing determinants influencing an individual’s intention to use social commerce website. Future Business Journal, 3(1): 70–85. DOI: https://doi.org/10.1016/j.fbj.2017.02.001
Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Ooi, K. B. (2020). Wearable payment: A deep learning-based dual-stage Sem-Ann analysis. Expert Systems with Applications. DOI: https://doi.org/10.1016/j.eswa.2020.113477
Leong, L. Y., Hew, T. S., Ooi, K. B., & Wei, J. (2020). Predicting mobile wallet resistance: A two-staged structural equation modeling-artificial neural network approach. International Journal of Information Management, 51(2). DOI: https://doi.org/10.1016/j.ijinfomgt.2019.102047
Liang, L., & Zhao, Y. (2020). No Title. Simulation of trust evaluation method for dynamic behavior of internet of things nodes, 2(comput. simul. 37): 308-331, 338.
Lim, A. F., Lee, V. H., Foo, P. Y., Ooi, K. B., & Wei-Han Tan, G. (2021). Unfolding the impact of supply chain quality management practices on sustainability performance: An artificial neural network approach. Supply Chain Management ahead-of-print. DOI: https://doi.org/10.1108/SCM-03-2021-0129
Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective.
International Journal of Research in Marketing, 14(5): 487-497. https://doi.org/10.1016/s0167-8116(97)00030-X
MacKnight, D. H., Choudhury, V., & Kacmar, C. (2000). Trust in E-commerce vendors: A two-stage model.
Icis 2000 Proceedings, 54.
Marsden, P. (2010). Social commerce: Monetizing social media. Hamburg: Syzygy Deutschland Gmbh.
Mayer, R. C., Davis, J., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3): 709-734. DOI: https://doi.org/10.2307/258792
McKnight, D. H., & Chervany, N. L. (2001). What trust means in E-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2): 35-59. https://doi.org/10.1080/10864415.2001.11044235
Monecke, A., & Leisch, F. (2012). SemPLS: Structural equation modeling using partial least squares.
Journal of Statistical Software, 48(3). DOI: https://doi.org/10.18637/jss.v048.i03
Ooi, K. B., Lee, V. H., Tan, G. W. H., Hew, T. S., & Hew, J. J. (2018). Cloud computing in manufacturing: The next industrial revolution in Malaysia? Expert Systems with Applications, 93(1). DOI: https://doi.org/10.1016/j.eswa.2017.10.009
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models.
Information Systems Research, 6(2): 144-176. https://doi.org/10.1287/isre.6.2.144
Teo, T. S. H., & Pian, Y. (2004). A model for web adoption. Information and Management, 41(4): 457–468. https://doi.org/10.1016/S0378-7206(03)00084-3
Yaniv, I., & Kleinberger, E. (2000). Advice taking in decision making: Egocentric discounting and reputation formation. Organizational Behavior and Human Decision Processes, 83(2): 260-281. DOI: https://doi.org/10.1006/obhd.2000.2909
Yingzi, Z., & Zhaoji, Y. (2022). Research on user trust evaluation of social E-commerce platform based on artificial neural network. Optik, Vol. 271. https://doi.org/10.1016/j.ijleo.2022.170193
