The Interaction of Trust and Social Influence Factors in the Social Commerce Environment

Abstract

Social commerce is a rapidly expanding sub-category of e-commerce that uses social media to support user input and to assist in the sale of services and products. This study explores the interrelationship between trust and social influence in the context of social commerce. It also adds a theoretical framework that help businesses to have a better understanding of the factors that affect consumers when they use their social commerce sites. Using a survey method, data were gathered on the relationships between various key factors associated with these constructs, as well as on the role they play in social commerce. A total of 314 students from Saudi Arabia studying in Australian universities and at Saudi Arabia’s University of Business and Technology were surveyed. The study made use of partial least squares (PLS) to test the measurement and structural model, and to study the interconnection between variables. The results of the survey and analysis show that, Information Quality, Reputation, and Word-of-Mouth have significant positive relationships with Trust and Social Influence. Additionally, variables such as Communication, Transaction Safety and Long-term Orientation were found to have a negative impact on both Trust and Social influence. This research recognizes that social commerce is unique, and different factors may affect customer Trust and Social Influence compared to face-to-face transactions. This research is expected to help companies devise effective strategies to grow their businesses. The results obtained from this study will add depth to existing literature relating to social commerce. The results also provide an opportunity for researchers to delve more deeply into the factors that affect Trust and Social Influence in social commerce.