Trust and Purchase Intention in Social Commerce: Socialization, Perceived Risk and Brand Reputation Perspective

• Main Authors: CHEN,GUAN-AN, 陳冠安
• Other Authors: Wu, Ing-Long
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q7raxq

碩士 === 國立中正大學 === 資訊管理系研究所 === 106 === Social commerce is a new development in e-commerce generated by the use of social media to empower customers to interact on the Internet. The recent advancements in ICTs and the emergence of Web 2.0 technologies along with the popularity of social media and social networking sites have seen the development of new social platforms. These platforms facilitate the use of social commerce. Users can share and generate content on the Internet. In this form, consumers are becoming socialized, and socialization is derived, which enhances trust and purchase intention. Because of the way the Internet is purchased, consumers cannot make face-to-face contact with each other at the time they purchasing. Online trading is risky and will reduced consumer trust (Cases, 2002). When a brand with a high reputation represents a brand with better quality, shape, convenience, or higher symbolism, consumers will prefer the brand they have chosen, and it will also affect the brand image. Consumers will have more trust in the brand and increase their purchase intentions. This research adopted the questionnaire survey, data for this study were collected from 311 who had experience purchasing on the Facebook. Using structural equation modeling to validate the influential relationship among the variables in the research model. The results show that there are effects between variables.