Earticle

초록

영어

In addition to facilitating social marketing/advertising, some social media provide platforms of online shopping to users who sell or buy products via them. Since trust building occupies a pivotal position in online shopping, this study investigates the antecedents and consequences of trust building in the context of social media based online shopping. An empirical analysis with 315 survey respondents who purchase products on WeChat reveals that communication quality and positive WOM have positive effects on trust in seller, while familiarity with platform and platform reputation have positive effects on trust in platform. Furthermore, trust in platform has no direct effect on consumers’ purchase intention and it indirectly affects purchase intention through influencing trust in seller. Research findings suggest that interpersonal trust building plays a core role in increasing social media based transaction.

목차

Abstract
 Introduction
 Theoretical Background and Hypotheses
  Trust in Seller
  Antecedents of Trust in Seller
  Trust in Platform
  Antecedents of Trust in Platform
  Trust Transfer
  Trust and Purchase Intention
 Research Method
  Measures
  Data Collection
 Results
  Reliability and Validity
  Hypotheses Test Results
 Discussion
  Implications for Research
  Implications for Practice
  Limitations and Future Research
 References
 Appendix

저자

• Lou, Liguo [ Chonnam National University, Kwang-Ju, Republic of Korea ]
• Koh, Joon [ Chonnam National University, Kwang-Ju, Republic of Korea ]

참고문헌