The impact of trust on online social shopping - A study of VietNam social commerce marketplace
Abstract
With the growing trend of e-commerce and the increasing adoption of social media, social commerce appeared as the combination of these two, and continues to expand fast. This study explores Vietnam social commerce marketplace, with investigation of the social factors that influence customers’ trust in online sellers and in members of the marketplace, in turn affecting the social shopping intention.
We propose a model in which social presence (including social presence of web, perception of others, and social presence in interaction with sellers) positively influence trust in sellers, and social support (consisting of informational support and emotional support) have positive effect on trust in members of the online community. These two types of trust are suggested to have influence on the intention to shop on social commerce.
In terms of methodology, this study uses SPSS and AMOS to conduct EFA, CFA, and SEM, based on the data collected through questionnaires. The target respondents are people in Ho Chi Minh city who have shopped on any platforms of social commerce. The sample size is 303 people, using non-probability sampling technique.
The key findings of this paper show that there are significant correlations between the proposed relationships, except for the social presence of web (without relationship with trust in sellers). Although trust in sellers has three aspects including benevolence, integrity, and competence; only the last one represents strong association with the social shopping intention. The paper gives some recommendations for brands who want to expand their business on social commerce, as well as points out some limitations that further studies can improve and explore deeper into this concept.