Determinants Influencing Consumers' Trust and Trust Performance of Social Commerce and Moderating Effect of Experience

Sanghyun Kim; Mi-Jin Noh
October 2012
Information Technology Journal;2012, Vol. 11 Issue 10, p1369
Academic Journal
The main purpose of this study is to investigate the effects of various antecedents of trust in Social commerce (s-commerce) (reputation, size, information quality and communication) on consumers' trust. In addition, the study examines the moderating effects of consumers' s-commerce experience on the relationships between these trust antecedents and trust and the effect of trust on trust performance. The results based on a sample of 466 s-commerce users and structural equation modeling with SmartPLS 2.0 indicate significant effects of all trust antecedents; significant moderating effects of consumers' s-commerce experience and a positive effect of trust on trust performance and suggest a new theory for IS research. In addition, the results have important implications for s-commerce firms wishing to develop consumers' trust as well as effective business models.


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