Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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A Study on the Effect of Social Commerce's Trust-Building on Intention of Continuous Use

소셜커머스 신뢰 형성이 지속적 이용의도에 미치는 영향에 관한 연구

  • Hwang, In-Ho (Korea Entrepreneurship & Management Research Institute, Information Strategy Team) ;
  • Kim, Jin-Soo (School of Business Administration College of Business & Economics, Chung-Ang University)
  • Received : 2015.08.20
  • Accepted : 2015.09.18
  • Published : 2016.03.31
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Abstract

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

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References

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