Abstract
Customer trust has been recognized as an essential part of the rising trend of social commerce. Lack of trust facilitates the hesitation of customers to shop online or to avoid them completely. Therefore, it is essential to implement and analyze a way of buyer-seller relationship establishment that will improve customers' trust. This paper aims to develop a trust model of Social Network Sites (SNSs) sellers, and to assess the dimensions and criteria that affects customer's trust on Online Social Network Sites (SNSs) sellers by using Analytic Hierarchy Process (AHP) approach. The study was carried out among those who have transactions with Malaysian online SNSs sellers at least every three months. The findings have indicated the top three influencing criteria: recommendation, transaction safety, and rating. This study provides insight into the customers' thoughts about placing trust on online SNSs sellers for selling and purchasing activities.
Highlights
The emergence of social commerce on Social Network Sites (SNSs) has changed the near-constant connectivity that enables online sellers to connect with customers
This study examined the potential of applying the Analytic Hierarchy Process (AHP) technique achieve two objectives: 1) to rank the criteria based on expert evaluation under multiple criteria relevant to this field
The hierarchy consists of two levels and starts from Level 1 represents the goal, i.e. prioritizing the criteria to evaluate trust on online SNSs sellers
Summary
The emergence of social commerce on Social Network Sites (SNSs) has changed the near-constant connectivity that enables online sellers to connect with customers. Its 24/7 connectivity allows online SNSs sellers to produce their content and exchange products or services with other users. The customer may connect with other online SNSs sellers for current information on products or services [1]. Social commerce has become widespread, certain challenges lead to the lack of trust among customers on online SNSs sellers. Customers' concerns regarding the quality of the information provided by online SNSs sellers make them trust the information provided by other customers more than they trust the online SNSs sellers. This demonstrates the significance of trust in motivating people to purchase online
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