La información y facilidad de uso del comercio social: antecedente de la confianza para la intención de compra

Abstract

Social commerce is the natural evolution of electronic commerce, in which some scientific studies have focused on analyzing the factors that impact consumers to make their purchases through the Internet. As such, the objective of this research is to determine the influence of the information posted on social media and the ease of use of social commerce technology, with the purpose of generating trust in the consumer's commercial operations as a precedent in their intention to purchase through the Internet. The proposed method is the administration of a questionnaire to 182 users of social commerce in the northeastern region of Mexico. The SmartPLS v4 software was used for inferential analysis. The main findings show that trust is essential in purchase intention. Likewise, the information quality is the main prerequisite for consumers to shop trusty social commerce.