SOCIAL COMMERCE: THE ROLE OF TRUST

摘要

With the recent emergence of social commercethe future of e-commerce is changing. Web 2.0 has affected e-commerce, resulting in the emergence of a new concept known as social commerce. For a long time trust had been considered a challenge for both parties in e-commerce transactions, nowtrust is also challenging s-commerce. Drawing on the Technology Acceptance Model (TAM) we analyze trust, along with some of the constructs of social commerce which affect the intention to buy among individuals, by proposing and testing a Social Commerce Adoption Model (SCAM). This research gathers survey data and applies structural equation modeling (SEM) to analyze the data. The results show trust is influential in s-commerce. The influence of trust is also strong on consumers' intentions to buy. Limitations and implications are discussed in the end.