The effects of the shared value, communication, and opportunism behavior on the trust in companies the healthy food supplements business via the social

Abstract

This research aims to study the level of the trust in the relationship between companies and consumers in the healthy food supplements business via the social network, and to study the factors that influence the trust in of the relationship between companies and consumers in the healthy food supplements business via the social network. This is a quantitative research and it uses a questionnaire to collect the data from 384 consumers who buy healthy food supplements products via the social network and live in Chonburi Province. The result reveals that the majority of the respondents that buy healthy food supplements products via the social network are female; most of them hold bachelor degrees and earn around 10,000 – 20,000 Baht. The hypothesis testing reveals that the factors of ‘perception of product delivery that conforms to the payment condition’ and ‘perception of the trustworthiness of the website’ affect the positive trust in the relationship between companies and consumers in the healthy food supplements business via the social network, with statistical significance.