The study of social networking site characteristics on consumer trust towards positive WOM and purchase intention
by Lu-Wen Liao; Chun-Tsen Yeh; Pei-Chun Fang; Wan-Ting Sun
International Journal of Mobile Communications (IJMC), Vol. 25, No. 3, 2025

Abstract: Social commerce is the process of selling products and services directly through social media such as social networking sites (SNSs). In recent years, social commerce has experienced a significant expansion, especially in cross-border e-commerce and during the COVID-19 pandemic. Important characteristics of SNSs include intimacy, familiarity, expertise and interactivity. This study examined the influence of these four characteristics on consumer trust as well as the influence of trust in turn on purchase intention and positive word-of-mouth (WOM). This investigation was based on the stimulus-organism-response framework in which shopping experience was included as a moderator. We confirmed positive correlations between familiarity, expertise, and interactivity with consumer trust as well as positive correlations between trust with purchase intention and positive WOM. There was no significant relationship between intimacy and consumer trust. We also found that shopping experience played a crucial moderating role in the relationships between familiarity, expertise, and interactivity with trust.

Online publication date: Mon, 31-Mar-2025

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com