Honest Information Sharing in Social Commerce Based on Ethical Perceptions

Abstract

ABSTRACT Consumers are increasingly relying on consumer-generated information when making purchase decisions; therefore, for consumers to make informed and accurate decisions, the honesty of consumer-generated information is essential. This study aims to provide an understanding about consumers’ honest information sharing in social commerce. Drawing on the dual model of environmental perception, we developed a model of honest information sharing by examining consumers’ perceptions regarding Facebook’s ethics, their trust in social commerce, and social commerce ethicality. Using a survey with 969 participants, our results strongly suggest that the hypotheses were supported. Consumers’ perceptions regarding Facebook’s ethics are positively associated with their trust in social commerce and perceived social commerce ethicality, both of which positively affect honest information sharing. Our study advances both the information sharing and social commerce literature. Practically, our study delivers insights for businesses into how to use social commerce as a strategic tool for supporting consumers’ honest information sharing.