The Impact of Social Presence on Trust in C2C Social Commerce
Article Sidebar
Main Article Content
Abstract
This study aims at examining the determinants of trust in a customer-to-customer social commerce (C2C s-commerce) based on the concept of social presence, and exploring the influence of trust in purchase intention and word-of-mouth intention. The online surveys were conducted to obtain data from C2C s-commerce customers. A total of 253 usable responses were analyzed using Structural Equation Modeling (SEM). The finding indicated that social presence of social media (γ11 = 0.19, p < .01), social presence of interaction with sellers (γ12 = 0.32, p < .001), and social presence of others (γ13 = 0.57, p < .001) significantly influenced trust in s-commerce sellers. Finally, trust in s-commerce sellers significantly influenced word-of-mouth intention (β21 = 0.86, p < .001) and purchase intention (β31 = 0.75, p < .001).
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น
References
ชินวุฒิ์ เตชานุวัตร์ และธนัชพร นันทาภิวัธน์. (2564). ตีแผ่สมรภูมิ E-Commerce ไทย ตรงไหนคือโอกาส. https://media.kkpfg.com/document/2021/Aug/ (ฉบับเต็ม)%20KKP%20Research_ecommerce.pdf
ณัฐฐา จินตกวีพันธุ์, ธาดาธิเบศร์ ภูทอง และธิดาทิพย์ ปานโรจน์. (2563). แบบจำลองความสัมพันธ์เชิงสาเหตุของความตั้งใจในการบอกต่อและซื้อสินค้าออนไลน์ ผ่านแพลตฟอร์มโซเชี่ยลคอมเมิร์ซ. วารสารนิเทศศาสตร์, 38(2), 84-104.
ณัทธร ศุภสารัมภ์. (2563). C2C โมเดลธุรกิจ e-commerce เพื่อผู้บริโภคที่แท้. https://digitalbusinessconsult.asia/view/3707/
วิภาวี จันทร์แก้ว และบุหงา ชัยสุวรรณ. (2561). ปัจจัยพยากรณ์การใช้งานการพาณิชย์ผ่านเครือข่ายสังคมออนไลน์. วารสารการสื่อสารมวลชน, 6(1), 194-224.
Featherman, M. S., & Hajli, N. (2016). Self-service technologies and e-services risks in social commerce era. Journal of Business Ethics, 139(2), 251-269.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fulk, J., SChmitz, J., & Steinfield, C. W. (1990). A social influence model of technology use. In J. Fulk, & C. Steinfield (Eds.), Organizations and communication technology (pp. 117-140). SAGE.
Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education International.
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183-191.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71(February 2017), 133-141.
Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139-158.
Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689-708.
Hassanein, K., Head, M., & Ju, C. (2009). A cross-cultural comparison of the impact of social presence on website trust, usefulness and enjoyment. International Journal of Electronic Business, 7(6), 625-641.
Hirankasi, P., & Klungjaturavet, C. (2021). Social commerce: The new wave of e-commerce. https://www.krungsri.com/en/research/research-intelligence/social-commerce-21
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Jump, N. (1978). Psychometric theory (2nd ed.). McGraw Hill.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kim, Y., & Peterson, R. A. (2017). A meta-analysis of online trust relationships in Ecommerce. Journal of Interactive Marketing, 38(2), 44-54.
Kline, R. B. (2010). Principles and practice of structural equation modeling (3rd ed.). The Guilford Press.
Leong, L. Y., Hew, T. S., Ooi, K. B., & Chong, A. Y. L. (2020). Predicting the antecedents of trust in social commerce - A hybrid structural equation modeling with neural network approach. Journal of Business Research, 110(March), 24-40.
Leung, W. K. S., Shi, S., & Chow, W. S. (2020). Impacts of user interactions on trust development in C2C social commerce: The central role of reciprocity. Internet Research, 30(1), 335-356.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56(March), 225-237.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709-734.
McKnight, D. H., Choudhoury, H., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.
Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008-5013.
Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620.
Nowak, K. L., & Biocca, F. (2003). The effect of the agency and anthropomorphism on users’ sense of telepresence, copresence, and social presence in virtual environments. Presence: Teleoperators and Virtual Environments, 12(5), 481-494.
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.
We Are Social & Hootsuite. (2021). Digital 2021: Global overview report. https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/
Brand Buffet. (2021). ฟังจากมุม LINE ประเทศไทยในวันที่ Social Commerce โตกว่า e-Marketplace ใครได้ประโยชน์. https://www.brandbuffet.in.th/ 2021/03/line-on-the-growth-of-social-commerce
Marketeer. (2018). เทรนด์การเติบโตของกลุ่มร้านค้าระดับ SME ใน Facebook. https://marketeeronline.co/archives/85749