Abstract
This study aims to analyze social commerce constructs, social support, and individual trust in the community in social commerce activities. Social support includes emotional support and informational support. The population was social media users, while the samples were social media users who had made purchase at least two transactions through social media. The sampling technique was convenience sampling. Totally, 162 respondents were involved. Hypothesis testing was done using Warp PLS. This study reveals that individual trust in the community can be built directly through the social commerce constructs. These constructs affects both emotional support and information support, in which they will ultimately affect the individual trust in the community. Furthermore, social commerce intention is influenced by individual trust in the community and emotional support. However, information support does not affect the social commerce intention.
Highlights
2013 by using a gravity model, which was analyzed using static data panel
It can be interpreted that 22% of the variance in the emotional support can be explained by social commerce constructs
This study reveals that individual trust in community can be directly built from social commerce
Summary
2013 by using a gravity model, which was analyzed using static data panel. Based on the results KofeRywCAor(dRs:evSeoaclieadl CCoommmpaerracteiv,eSAocdivaal nCtaogmem),etrhceecCoomnpsetrtuitcivt,eSnoescsiaolfSsuypnptohrett,icErmuobtbieornaalndSufpacptoicrte, IonilfofrrommatIionndaolnSesuipapiosrvt,eSryocloiawl CamomonmgefrocuerIAntSeEntAioNn countries, while Thailand is the top exporting countries in ASEAN region. AIntdhasservailcteersedbeptewoepelne cboeuhnavtriioers inin catrhreyinlgastoutdetchaedire dhaaildy aincctirveiatiseesd, sinigcnluifdiicnagntlytr.adTihnigs wacatsiviptireosv.enFubrythetrhme oirnec, retahsies obfehtahveioerxaplorct haanndgeimphoarst vianlduiereicntldyex eanrcoouunrdagthede wbuosrilndebssetwaecetonrs200(1praondduc2e0r1s), wtohicdheviselsohpownneiwn business models (Lu et al, 2010). Hajli (2015) developed a model known from the shift in the focus of online shopping, from as the Social Commerce Constructs. It product-oriented to consumer-oriented (Wigand identifies constructs that shape individual trust et al, 2008).
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