Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman, Nick Hajli
{"title":"了解消费者对社交商务的兴趣:隐私、信任和安全的作用","authors":"Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman, Nick Hajli","doi":"10.1108/itp-05-2020-0322","DOIUrl":null,"url":null,"abstract":"Purpose Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP. Design/methodology/approach Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) ( n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights. Findings Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites. Originality/value This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.","PeriodicalId":47740,"journal":{"name":"Information Technology & People","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Understanding consumers' interest in social commerce: the role of privacy, trust and security\",\"authors\":\"Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman, Nick Hajli\",\"doi\":\"10.1108/itp-05-2020-0322\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP. Design/methodology/approach Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) ( n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights. Findings Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites. Originality/value This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.\",\"PeriodicalId\":47740,\"journal\":{\"name\":\"Information Technology & People\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2023-11-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Information Technology & People\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/itp-05-2020-0322\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information Technology & People","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/itp-05-2020-0322","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
Understanding consumers' interest in social commerce: the role of privacy, trust and security
Purpose Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP. Design/methodology/approach Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) ( n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights. Findings Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites. Originality/value This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.
期刊介绍:
Information Technology & People publishes work that is dedicated to understanding the implications of information technology as a tool, resource and format for people in their daily work in organizations. Impact on performance is part of this, since it is essential to the well being of employees and organizations alike. Contributions to the journal include case studies, comparative theory, and quantitative research, as well as inquiries into systems development methods and practice.