THE MEDIATING IMPACT OF TRUST AND COMMITMENT ON S-COMMERCE CONTINUOUS USE INTENTION

Abstract

Prior studies have highlighted the impact of electronic word-of-mouth (e-WOM) communication on s-commerce adoption behavior and its important role in helping s-commerce users sustain continuous participation. Despite empirical support, users continue to switch between s-commerce platforms at a high rate despite being actively engaged in e-WOM communication. Hence, the goal of this study is to better understand the mediating influence of trust and commitment on e-WOM communication and continuous-use behavior. This study adopts commitment-trust theory as its underpinning theoretical basis to prove this hypothesis. Data were collected using a web survey technique and analyzed using SmartPLS. The findings of this study demonstrate that trust and commitment significantly mediate the relationship between the 1) perceived utility of e-WOM and continuous intention and 2) perceived enjoyment of e-WOM and continuous intention. This study scientifically proves that a user’s decision to continuously use a s-commerce platform and actively engage in e-WOM activities is mediated by the positive commitment and trust they have toward the s-commerce platform.