A trust-risk perspective on social commerce use: an examination of the biasing role of habit
A trust-risk perspective on social commerce use: an examination of the biasing role of habit
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社交商务使用的信任风险视角：对习惯偏见作用的检验
DOI：
10.1108/intr-06-2016-0175
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发表时间：
2017-01-01
影响因子：
5.9
通讯作者：
Yuan, Yufei
中科院分区：
文献类型：
--
作者：
Farivar, Samira;Turel, Ofir;Yuan, Yufei
目的——社交电子商务网站是将社交媒体功能与传统商务相结合，提升用户购买体验的新平台。本文的目的是研究对网站成员的信任等社会因素在决定用户信任和风险评估中的作用，以及社交商务使用习惯在减弱用户理性风险和信任考虑以发展购买意愿方面的作用。设计/方法/方法-基于风险威慑视角和涉及信任和习惯的理性决策模型，本研究提出了一组假设，并通过使用结构方程建模技术分析调查数据进行检验。调查结果-结果表明，商业风险阻碍了购买意愿；对社交商务网站的信任增加了用户的购买意愿；对网站成员的信任间接增加了购买意愿。此外，对网站成员的信任减少了感知到的商业风险。研究结果还表明，在这种情况下，习惯调节信任和风险对使用决策的影响；习惯调节（弱化）了商业风险与购买意愿、社交商务网站信任与购买意愿之间的关系。原创性/价值-这项研究扩展了社会环境中决策的理论，例如社交商务。它通过解释习惯在社会环境中的独特调节作用来做到这一点，在社会环境中，对其他成员的信任和风险等社会方面是独特而重要的。
Purpose - Social commerce websites have emerged as new platforms which integrate social media features with traditional commerce aspects to enhance users' purchasing experience. The purpose of this paper is to examine the role of social factors such as trust toward site members in determining users' trust and risk evaluations, and the role of social commerce use habit in attenuating users' rational risk and trust considerations for developing purchase intentions.Design/methodology/approach - Relying on the risk deterrence perspective and rational decision-making models involving trust and habit, this study proposes a set of hypotheses which are tested through analyzing survey data using structural equation modeling techniques.Findings - Results show that commerce risk deters purchasing intentions; trust toward the social commerce website increases users' purchasing intentions; and trust toward the site members indirectly increases purchasing intentions. Moreover, trust toward site members reduces perceived commerce risk. Findings also show that habit modulates trust and risk effects on use decisions in this context; habit moderates (weakens) the relationships between commerce risk and purchase intentions and between trust toward the social commerce site and purchase intentions.Originality/value - This study extends theories on decision making in social settings such as in the case of social commerce. It does so by accounting for unique modulating effects of habit in social settings in which social aspects such as trust in other members and risk are unique and important.