E-Trust in Social Commerce: A Comprehensive Review

DOI

10.2991/978-94-6463-348-1_10How to use a DOI?

Keywords

social commerce; e-commerce; e-trust; purchase intention; consumer’s trust; online-trust

Abstract

Research purpose:

The paper investigates and synthesizes the concepts, classifications, and factors that influence trust in social commerce.

Research motivation:

Although social commerce is growing strongly in many forms around the world, we are still limited in identifying the factors that stimulate purchasing decisions in this new commercial environment. Unlike traditional e-commerce, where buyers have difficulty gathering information to make purchasing decisions, social commerce can get additional help and interaction from many sources before making the final purchasing decision. Therefore, it would be better if we could clarify the motivations and factors that influence shoppers, thereby identifying mechanisms for building trust in online shopping and reducing consumers’ concerns.

Research design, approach, and method:

Based on a systematic review of the literature published over the last 10 years, the authors synthesized various research perspectives into a framework of e-trust in social commerce.

Main findings:

By exploring 49 researches on the topic of online trust in social commerce, this research has synthesized factors that have been shown to impact consumers’ online trust when buying through social networking sites in particular. This research also provides the best overview of customer trust in social commerce across all four dimensions: people, business strategy, technology and information.

Practical/managerial implications:

As its main contribution, the study provides a deeper understanding of the key components that create compelling customer trust in social commerce to build loyalty. Besides, the study broadens the customer management perspective to recognize the valuable consequences of enhancing consumer trust by improving factors that have Positive impact on trust such as: enhancing brand reputation, improving skills and knowledge of sellers, and minimizing factors that have a negative impact on trust such as minimizing risks that customers may perceive.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pham Thi Thanh Hong
AU  - Tran Nguyen Hoang Anh
PY  - 2024
DA  - 2024/02/05
TI  - E-Trust in Social Commerce: A Comprehensive Review
BT  - Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023)
PB  - Atlantis Press
SP  - 99
EP  - 113
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-348-1_10
DO  - 10.2991/978-94-6463-348-1_10
ID  - Hong2024
ER  -