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Building E-Commerce Satisfaction and Boosting Sales: The Role of Social Commerce Trust and Its Antecedents
International Journal of Electronic Commerce ( IF 4.2 ) Pub Date : 2019-07-03 , DOI: 10.1080/10864415.2019.1619907
Xiaolin Lin , Xuequn Wang , Nick Hajli

ABSTRACT Consumers are relying increasingly on social commerce for making their purchase decisions, and e-vendors have great interests in applying social commerce features in the traditional e-commerce sites to increase sales. Although the importance of trust has been well recognized in the literature, the previous studies have mainly focused on trust in e-commerce sites and failed to incorporate its multidimensional nature to study consumer behavior. To gain further insights into consumer decision-making, this study aims to develop a social commerce trust-based consumer decision-making framework. Based on the social-technical theory, we conceptualize social commerce trust in a multidimensional view including trust in social media, trust in e-commerce sites, trust in social commerce features, and trust in consumers. Data were collected from an online survey taken by U.S. Amazon consumers. Our results strongly support our new conceptualization of social commerce trust and demonstrate its importance by examining its effects on e-commerce outcomes. Further, trust in consumers and trust in social commerce features have stronger effects than trust in e-commerce sites and trust in social media in the formation of social commerce trust. Our study contributes to the theory by introducing the new conceptualization of social commerce trust and advancing our understanding of how to enhance social commerce trust. Practitioners can gain insights into the implementation of social commerce for building consumer trust and increasing sales.

中文翻译:

建立电子商务满意度和促进销售:社交商务信任的作用及其前因

摘要 消费者越来越依赖社交商务来做出购买决定,而电子供应商对在传统电子商务网站中应用社交商务功能以增加销售额非常感兴趣。尽管信任的重要性已在文献中得到广泛认可,但以往的研究主要集中在电子商务网站的信任上,未能将其多维性质纳入消费者行为的研究。为了进一步了解消费者决策,本研究旨在开发一个基于社交商务信任的消费者决策框架。基于社会技术理论,我们从多维度的角度来概念化社交商务信任,包括对社交媒体的信任、对电子商务网站的信任、对社交商务功能的信任和对消费者的信任。数据来自美国亚马逊消费者的在线调查。我们的结果强烈支持我们对社交商务信任的新概念,并通过检查其对电子商务结果的影响来证明其重要性。此外,在社交商务信任的形成中,对消费者的信任和对社交商务特征的信任比对电子商务网站的信任和对社交媒体的信任具有更强的影响。我们的研究通过引入社交商务信任的新概念并加深我们对如何增强社交商务信任的理解,为该理论做出了贡献。从业者可以深入了解社交商务的实施,以建立消费者信任和增加销售额。我们的结果强烈支持我们对社交商务信任的新概念,并通过检查其对电子商务结果的影响来证明其重要性。此外,在社交商务信任的形成中,对消费者的信任和对社交商务特征的信任比对电子商务网站的信任和对社交媒体的信任具有更强的影响。我们的研究通过引入社交商务信任的新概念并加深我们对如何增强社交商务信任的理解,为该理论做出了贡献。从业者可以深入了解社交商务的实施,以建立消费者信任和增加销售额。我们的结果强烈支持我们对社交商务信任的新概念,并通过检查其对电子商务结果的影响来证明其重要性。此外,在社交商务信任的形成中,对消费者的信任和对社交商务特征的信任比对电子商务网站的信任和对社交媒体的信任具有更强的影响。我们的研究通过引入社交商务信任的新概念并加深我们对如何增强社交商务信任的理解,为该理论做出了贡献。从业者可以深入了解社交商务的实施,以建立消费者信任和增加销售额。在社交商务信任的形成中,对消费者的信任和对社交商务的信任特征比对电子商务网站的信任和对社交媒体的信任具有更强的作用。我们的研究通过引入社交商务信任的新概念并加深我们对如何增强社交商务信任的理解,为该理论做出了贡献。从业者可以深入了解社交商务的实施,以建立消费者信任和增加销售额。在社交商务信任的形成中,对消费者的信任和对社交商务的信任特征比对电子商务网站的信任和对社交媒体的信任具有更强的作用。我们的研究通过引入社交商务信任的新概念并加深我们对如何增强社交商务信任的理解,为该理论做出了贡献。从业者可以深入了解社交商务的实施,以建立消费者信任和增加销售额。
更新日期:2019-07-03
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