This study seeks to understand the specific factors on social media that help drive the intention to purchase fashion-related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

中文翻译：

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信任如何导致基于感知有用性和同行沟通的在线购买意愿

本研究旨在了解社交媒体上有助于推动购买时尚相关产品的具体因素，重点关注信任的核心作用。这项研究的独特贡献在于它探索了时尚品牌社交媒体的感知有用性与时尚品牌社交媒体上的同行交流之间的相互作用，以推动对时尚品牌社交媒体的信任，并最终提高购买意愿。理论上，我们结合技术接受模型和消费者社会化理论来探索信任在快速扩张和增长的行业领域中的中介作用。在对 150 名欧洲人进行调查以测试我们围绕上述概念的假设时，结果表明品牌的感知有用性 社交媒体受到一系列氛围线索的影响，它会影响时尚品牌及其社交媒体渠道的信任度。同行交流还会影响时尚品牌及其社交媒体渠道的感知有用性和信任度。对品牌而非社交媒体渠道的信任会影响购买意愿。隐私问题的作用在我们的模型中是有限的。我们对围绕将消费者社会化理论和技术接受模型相结合的理论以及围绕并行策略在社交媒体上建立不同信任集的经理人的理论产生影响。对品牌而非社交媒体渠道的信任会影响购买意愿。隐私问题的作用在我们的模型中是有限的。我们对围绕将消费者社会化理论和技术接受模型相结合的理论以及围绕并行策略在社交媒体上建立不同信任集的经理人的理论产生影响。对品牌而非社交媒体渠道的信任会影响购买意愿。隐私问题的作用在我们的模型中是有限的。我们对围绕将消费者社会化理论和技术接受模型相结合的理论以及围绕并行策略在社交媒体上建立不同信任集的经理人的理论产生影响。