Title: Affect-based and personality-based trust and risk in social commerce

Authors: Emad Abou-Elgheit

Addresses: Department of Marketing and Entrepreneurship, School of Business and Economics, 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 affect (emotional) and personality factors that impact consumers' trust, risk and intention to purchase in a social electronic commerce context. It is the first part of a broader study which examines the impact of different antecedents or types of trust and risk on consumers' intention to purchase online. The empirical findings discussed in this study offer novel insights for academic researchers and businesses on how trust is built and risk is perceived. The study argues that affect-based factors have stronger impacts on trust and intention to buy than personality. The study also shows that building trust and perceiving risk are different, yet interrelated processes. The study relies on the findings of a survey that was sponsored by three Egyptian electronic vendors. A sample of 599 online shoppers responded to the survey. Egypt is a significant emerging market for electronic commerce, which makes it representative for Middle East and North African markets.

Keywords: social commerce; trust; consumer behaviour; personality; emotions; digital marketing; affect-based trust; personality-based trust; e-commerce; risk.

DOI: 10.1504/IJEMR.2019.098753

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.2, pp.173 - 207

Received: 30 Jun 2017
Accepted: 29 Sep 2017
Published online: 02 Apr 2019 *

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