Title: Cognition-based and experience-based trust and risk in social commerce in Egypt

Authors: Emad Abou-Elgheit

Addresses: School of Business and Economics, Department of Marketing and Entrepreneurship, State University of New York College at Plattsburgh, 101 Broad Street, Au Sable Hall (Office 225) Plattsburgh, NY 12901, USA

Abstract: This paper examines the impact of cognition (rational factor) and experience on consumers' trust and risk in a social electronic commerce context in Egypt. It also examines the impact of these factors on consumers' intention to purchase online. Data was collected through an online survey distributed to a sample of 599 online shoppers in Egypt. Three electronic vendors supported the research by promoting the survey to their customers. The study argues that electronic vendors' perceived reputation and integrity play a significant role in shaping consumers' trust, while security protection and third-party seals help to reduce perceived risk. The study also has significant theoretical implications for the legacy theories of trust and social impact.

Keywords: social commerce; trust; consumer behaviour; cognition; experience; digital marketing.

DOI: 10.1504/MEJM.2019.098591

Middle East Journal of Management, 2019 Vol.6 No.3, pp.245 - 276

Received: 22 Jan 2018
Accepted: 09 Mar 2018
Published online: 28 Mar 2019 *

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