Purpose

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.

Design/methodology/approach

Drawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.

Findings

Results indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.

Originality/value

The results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

中文翻译：

---

在社交商务环境中调查电子商务满意度的前因

目的

社交媒体仍在影响消费者，并且正在扩展社交商务（S-Commerce）的使用。不同的社交媒体活动可以不同程度地影响用户的信任度和电子满意度，进而影响购买意向。这对于食品和饮料行业而言是显而易见的，因为社交媒体介导的S-Commerce可以帮助缩短上市时间并满足买家需求。此外，可信度因素可能会影响信任和购买意愿。了解各种影响因素，例如社会结构，即等级，评论和推荐；设计结构，例如信誉和特征，以及行为结构，例如信任，满意度和动机；

设计/方法/方法

通过社交媒体活动的信任，表面信誉以及电子商务满意度，作者提出了一种研究模型，以研究S-Commerce平台中消费者的购买意愿。调查数据是从亚洲六个国家收集的，并使用SEM-PLS进行了分析。

发现

结果表明，信任度和表面信誉度都显着影响电子商务满意度，从而导致购买意向。此外，表面可信度是S-Commerce环境下购买意愿的一种新型预测指标，对电子商务满意度非常重要。此外，在表面信誉的鼓舞下，人们发现信任会显着影响电子商务满意度并导致购买意愿。如本文末尾所述，这项研究为S-Commerce流中的理论和实践做出了贡献。

创意/价值

这项研究的结果有助于S-Commerce文献，对食品和饮料行业的从业人员具有实际意义。因此，针对这些构造，本文分析了社交媒体活动，信任，电子商务满意度，表面信誉和购买意愿之间的关系。