Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective |
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| Institution: | 1. College of Business Administration, Shanghai Business School, Shanghai, 201400, China;2. School of Economics and Management, Tongji University, Shanghai, 200092, China;3. Business School, Changshu Institute of Technology, Changshu, Jiangsu, 215500, China;1. Department of Tourism Management, National Kaohsiung University of Science and Technology, No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan;2. Department of Food and Beverage Management, Shih Chien University, 70, Dazhi St., Zhongshan Dist., Taipei, 104336, Taiwan;3. Department of Hospitality Management, School of Tourism, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan County, 333, Taiwan;4. Department of Risk Management and Insurance, Ming Chuan University, 250 Zhongshan North Road Section 5, Taipei, 111, Taiwan;1. Department of Industrial and Systems Engineering, Dongguk University - Seoul, Seoul, 04620, South Korea;2. Data Science Laboratory (DSLAB), Dongguk University - Seoul, Seoul, 04620, South Korea;3. Division of Future Convergence (HCI Science Major), Dongduk Women''s University, Seoul, 02748, South Korea;1. XLRI - Xavier School of Management, Jamshedpur, India;2. Indian Institute of Management, Kashipur, India;1. School of Economics & Management, China University of Petroleum, Qingdao 266580, PR China;2. School of Information Management & Engineering, Shanghai University of Finance and Economics, Shanghai 200433, PR China;3. Pamplin College of Business, Virginia Polytechnic Institute and State University, VA 24061, USA |
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| Abstract: | With the popularity and growth of social commerce, scholars and practitioners are particularly interested in how the integration of social media with e-commerce practice may resolve the challenge related to developing consumer-seller trust. Adopting a cognitive-emotional trust perspective, this study investigated the process by which consumers' trust in seller builds in a social commerce setting. Specifically, perceived familiarity, situational normality, cognitive and emotional trust in platform, and social interactivity were proposed as key antecedents of consumers' cognitive and emotional trust in seller. The model was examined with two complementary data sets collected from leading social commerce platforms in China: WeChat Store (N = 430) and Xiaohongshu (N = 397). This work advances the theoretical understanding of consumer's social shopping intention through extending the cognitive-emotional trust perspective and lends insights into the contextualized sources of trust building. In addition, these findings offer practical implications that help practitioners cost-effectively build consumer trust in the social commerce setting. |
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| Keywords: | Cognitive trust Emotional trust Social shopping intention |
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