Determinants Influencing Consumers? Trust and Trust Performance of Social Commerce and Moderating Effect of Experience

摘要

The main purpose of this study is to investigate the effects of various antecedents of trust in Social commerce (s-commerce) (reputation, size, information quality and communication) on consumers? trust. In addition, the study examines the moderating effects of consumers? s-commerce experience on the relationships between these trust antecedents and trust and the effect of trust on trust performance. The results based on a sample of 466 s-commerce users and structural equation modeling with SmartPLS 2.0 indicate significant effects of all trust antecedents; significant moderating effects of consumers? s-commerce experience and a positive effect of trust on trust performance and suggest a new theory for IS research. In addition, the results have important implications for s-commerce firms wishing to develop consumers? trust as well as effective business models.