Abstract
This exploratory study examines factors which are expected to be significantly correlated with Trust and Distrust in social commerce (SC). Unlike other studies, Trust and Distrust are explored as separate dimensions rather than extreme values of a single dimension. Using data from a sample of 662 SC users all of the factors were found to be significantly correlated with Trust or Distrust and the results were the same for males and females. The findings support the idea that Trust and Distrust may be conceptualized as different dimensions. New findings related mainly to correlations: with Distrust, involving cultural characteristics and personality traits, and between Trust and Age, Education, and SC Experience. Practical implications identified factors that may be influenced by practitioners to decrease distrust or increase trust as well as factors that define profiles of consumers with different levels of trust and distrust.
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