Trust development and transfer in social commerce: prior experience as moderator
Abstract
Purpose
The purpose of this paper is to investigate the nature of social commerce trust, and how it impacts company trust and electronic word of mouth (eWOM) intention based on trust transfer theory. The authors also examine how customers’ prior transaction experience could impact their social commerce trust development and the trust transfer process.
Design/methodology/approach
The proposed research model is empirically examined using a survey method consisting of 375 users of a social commerce web site (SCW). The statistical analysis applies a method based on variance using partial least squares.
Findings
The results confirm positive impacts of social commerce trust on company trust, and their subsequent influences on consumers’ eWOM intention. Also, consumers’ prior experience is found to moderate the trust transfer process from information-based social commerce trust to company trust.
Originality/value
The present study is one of the first few studies that attempts to explain trust development and transfer with SCWs with a theoretical foundation as well as examine the role of consumers’ prior experience during trust transfer. It provides practical guidance for the improvement of trust and eWOM in social commerce.
Keywords
Acknowledgements
The work described in this study was supported by the Education Department of Sichuan Province “Innovative Research Team for Consumer Behaviour Study” (No. 15TD0045).
Citation
Shi, S. and Chow, W.S. (2015), "Trust development and transfer in social commerce: prior experience as moderator", Industrial Management & Data Systems, Vol. 115 No. 7, pp. 1182-1203. https://doi.org/10.1108/IMDS-01-2015-0019
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited