Abstract
Recently, a new wave of business opportunities has emerged by integrating social media and commerce. Although many hospitality organizations have considered online social communities as potential channels for promotion, most of them have failed to obtain sales from community members. Therefore, the purpose of this study was to propose and examine a new research model that can capture cognitive- and affective-based trust elements influencing fans' behavioral intention to purchase by affecting their firm commitment. A survey of 393 Facebook participants found strong support for the model. The results indicated that Facebook fans' perceptions of firm commitment could be a strong predictor of their buying intention. Factors of building cognitive trust (i.e. perceived reputation, perceived ability, and information quality) as well as affective trust (i.e. perceived benevolence, perceived integrity and perceived social presence) were the critical components significantly influencing fans' firm commitment. Theoretical and practical implications of the results are discussed.
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