Shaping path of trust: the role of information credibility, social support, information sharing and perceived privacy risk in social commerce

Abstract

Purpose

Currently, the Covid-19 pandemic is changing how consumers shop, encouraging deeper levels and increased reliance on e-commerce systems and social media such as online communities. The online interaction of consumers is more important and brings many uncertainties, which impact the original commerce environment. This study aim to investigate the ethical consideration of information credibility and perceived privacy risk from a psychology perspective in marketing, this study draws on social support theory from social psychology to develop a research model to investigate the role of information credibility and perceived privacy risk on social commerce websites.

Design/methodology/approach

This study investigated social commerce websites and communities. The research data of this study was collected through a questionnaire from consumers on three famous social commerce platforms. Using PLS-SEM to perform data analysis, this study research the importance of information credibility, perceived privacy risk and trust on social commerce websites.

Findings

The findings discuss individuals' reaction to privacy issues and to understand the motives to disclose or reveal personal information within a marketing or consumption context. The research also explores the theoretical implications by integrating theories from information systems and social psychology to investigate ethical issues in social commerce.

Originality/value

Covid-19 makes peer-to-peer communication in online communities is developing collaborative consumption, and information produced in these communities can influence the decisions of consumers. Covid-19 has exacerbated such a change in social commerce environment. Therefore, information credibility plays an important role in developing online communities. It is important to look at the psychological antecedents that drive consumers' willingness to share their personal information when using online communities. The author has clarified which aspects of trust in social commerce should be strategized, including information trustworthiness, perceived privacy risks, social support and information sharing. These are the details that companies should pay more attention to when operating social commerce. Only by paying more attention to these details and giving consumers a positive feeling can consumers' trust be maintained or enhanced, ultimately leading to a successful trust economy.

Citation

Tseng, H.-T. (2023), "Shaping path of trust: the role of information credibility, social support, information sharing and perceived privacy risk in social commerce", Information Technology & People, Vol. 36 No. 2, pp. 683-700. https://doi.org/10.1108/ITP-07-2021-0564