Purpose

The internet creates ample opportunities to start a mobile social commerce business. The literature confirms the issue of customer trust for social commerce businesses is a challenge that must be addressed. Hence, this study aims to examine the antecedents of trust in mobile social commerce by applying linear and non-linear relationships based on partial least squares structural equation modeling and artificial neural network model.

Design/methodology/approach

This study applied a non-linear artificial neural network approach to provide a further understanding of the determinants of trust in mobile social commerce based on a non-linear and non-compensatory model. Besides, a questionnaire was distributed to 340 social commerce customers in Malaysia.

Findings

The conceptual framework for investigating trust in mobile social commerce has various advantages and contributions to predicting consumer behavior. The results of the study showed there is a positive and significant relationship between social support, presence and unified theory of acceptance and use of technology2 (UTAUT2). In addition, UTAUT2 has fully mediated the relationship between social support, presence and trust in social commerce. Finally, the results concluded the relationship between UTAUT2 and trust in social commerce would be stronger when the diffusion of innovation and innovation resistance is high and low, respectively.

Research limitations/implications

The current study provides a novel perspective on how customers can trust social m-commerce to provide real solutions to managers of encouraging e-marketing among consumers.

Practical implications

This paper shows how businesses can develop trust in social m-commerce in Malaysian markets. The findings of this study probably could be extended to other businesses in Asia or other countries. Because trust in social e-commerce has a dynamic role in consumer behavior and intention to purchase.

Originality/value

This study provided a new perspective on mobile social commerce and paid more attention to an investigation of such emerging commerce. The originality of this study is embodied by investigating an integrated model that included different theories that presented new directions of trust in mobile social commerce through social and behavioral determinants.

中文翻译：

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揭示社交商务信任的前因：非线性人工神经网络方法的应用

目的

互联网为开展移动社交商务业务创造了充足的机会。文献证实，社交商务企业的客户信任问题是一个必须解决的挑战。因此，本研究旨在通过应用基于偏最小二乘结构方程模型和人工神经网络模型的线性和非线性关系来检验移动社交商务中信任的前因。

设计/方法/方法

本研究应用非线性人工神经网络方法，基于非线性和非补偿模型，进一步理解移动社交商务中信任的决定因素。此外，还向马来西亚的 340 名社交商务客户发放了一份问卷。

发现

调查移动社交商务信任的概念框架对预测消费者行为具有各种优势和贡献。研究结果表明，社会支持、存在与接受和使用技术的统一理论2 (UTAUT2) 之间存在正向且显着的关系。此外，UTAUT2 充分调解了社交商务中社会支持、存在和信任之间的关系。最后，结果得出结论，当创新扩散和创新阻力分别高和低时，UTAUT2 与社交商务信任之间的关系会更强。

研究限制/影响

目前的研究为客户如何信任社交移动商务提供了一个新颖的视角，从而为鼓励消费者进行电子营销的管理者提供真正的解决方案。

实际影响

本文展示了企业如何在马来西亚市场建立对社交移动商务的信任。这项研究的结果可能会扩展到亚洲或其他国家的其他企业。因为对社交电商的信任对消费者行为和购买意愿具有动态作用。

原创性/价值

本研究为移动社交商务提供了一个新的视角，更加注重对这种新兴商务的调查。本研究的独创性体现在调查一个综合模型，该模型包括不同的理论，这些理论通过社会和行为决定因素提出了移动社交商务信任的新方向。