چکیده:
Internet is integrated into nearly all aspects of activities including businesses. It is a medium that can be accessed anywhere. The advancement of Internet has contributed to the development of electronic commerce and trust has been suggested in the literature to play an essential role in the development of e-commerce. Lately, e-commerce has also taken placed in a new platform, Social Networking Sites (SNSs). As in e-commerce, individuals’ trust is also important in using SNSs as the medium of commerce. Based on literature review, we found limited number of studies investigating factors that affect individuals’ trust in this medium. Examining factors that influence individuals’ trust in online purchase using SNSs was the primary concern of this research. In this study, four factors were examined which are propensity to trust, experience in online purchase, testimonial, and monetary risk. The samples of this research were 129 Facebook users. Questionnaires were distributed through email and a posting on the researcher’s Facebook. Multiple regression analysis was used to test the relationships proposed in the study. The study revealed that propensity to trust and testimonial were two significant factors that influence individuals’ trust in online purchase through SNSs.
خلاصه ماشینی:
Examining factors that influence individuals trust in online purchase using SNSs was the primary concern of this research.
In this study, four factors were examined which are propensity to trust, experience in online purchase, testimonial, and monetary risk.
The study revealed that propensity to trust and testimonial were two significant factors that influence individuals' trust in online purchase through SNSs. Keyword: Trust, Online Purchase, Social Networking Sites, e-commerce.
Many studies have been conducted to investigate factors that influence individuals' trust in online purchase; however, they are generally focused in e-commerce context (Connolly and Bannister, 2008; Dolatabadi and Ebrahimi, 2010; Ha, 2004).
Other studies have investigated individuals' trust and the intention to purchase (Schlosser, White and Lloyd, 2006; Lu Zhao and Wang, 2010; McKnight, Choudhury, & Kacma, 2002).
The results of the study also indicated that the relationship between monetary risk and individuals' trust in online purchase through SNSS is not supported.
In this study, four factors influencing individuals' trust in online purchase through SNSs were examined.
Based on these four factors, a research model for individuals' trust in online purchase through SNSs was developed, and this can be treated as the main contribution of this study.
Most of the previous studies focused on trust in e-commerce not in SNSs setting (Chen and Li, 2009; Harn, Khatibi, and Ismail, 2006; Salam, lyer, Palvia and Singh, 2005; Wang and Emurian, 2005; Corbitt, Thanasankit and Yi, 2003; McKnight and Chervany, 2002; Kolsaker and Payne; 2002 and Gefen, 2000).