Antecedents and Trust towards Social Commerce Platform Impacts on Consumer Online Purchase Intention: A PLS-SEM Analysis

Main Article Content

Sarasanan Boonmee
Thadathibesra Phuthong
Tidathip Panrod

Abstract

The purpose of this research was to examine antecedents and trust towards social commerce platform impacts on consumer online purchase intention. The samples are 200 consumers who had experience of using social commerce platform for buying goods or services. The research instrument was a questionnaire by convenience sampling. In the process of data analysis, the Partial Least Square (PLS) technique was used to investigate the structural equation modeling. This study presents the consumer online purchase intention by trust towards social commerce platform model and explores the antecedents and trust towards social commerce platform impacts on consumer online purchase intention including perceived effectiveness of privacy policy, perceived effectiveness of industry self-regulation, word of mouth, and observe consumer purchase. Structural equation modeling results supported the trust towards social commerce platform model including perceived effectiveness of industry self-regulation and perceived effectiveness of privacy policy as antecedents of trust towards social commerce platform. While the consequences of trust towards social commerce platform impacts on consumer online purchase intention model included word of mouth and observe consumer purchase.

Downloads

Download data is not yet available.

Article Details

Section
Articles
Author Biography

Thadathibesra Phuthong

คณะวิทยาการจัดการ มหาวิทยาลัยศิลปากร 1 หมู่ 3 ต. สามพระยา อ. ชะอำ จ. เพชรบุรี 76120

References

ธนกฤต วงศ์มหาเศรษฐ์. (2554). Social Commerce กลยุทธ์ใหม่ของพาณิชย์อิเล็กทรอนิกส์. วารสารนักบริหาร, 31(4), 104-109.
Content Shifu. (2562). Inbound Marketing การตลาดแบบดึงดูด. (พิมพ์ครั้งที่ 3). กรุงเทพฯ: อมรินทร์พริ้นติ้งแอนด์พับลิชชิ่ง.
Bandura, A., & McClelland, D. C. (1977). Social learning theory. Englewood Cliffs, NJ: Prentice-Hall.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166–177.
Bansal, G., Zahedi, F. M., & Gefen, D. (2016). Do context and personality matter? Trust and privacy concerns in disclosing private information online. Information & Management, 53(1), 1–21.
Bélanger, F., & Crossler, R. E. (2011). Privacy in the digital age: A review of information privacy research in information systems. MIS Quarterly, 35(4), 1017–1042.
Bergström, A. (2015). Online privacy concerns: A broad approach to understanding the concerns of different groups for different uses.Computers in Human Behavior, 53, 419–426.
Bikhchandani, S., Hirshleifer, D., & Welch, I. (1998). Learning from the behavior of others: Conformity, fads, and informational cascades. The Journal of Economic Perspectives, 12(3), 151–170.
Bikhchandani, S., Hirshleifer, D. A., & Welch, I. (2008). Information Cascades. The New Palgrave Dictionnary of Economics, Second Edition, Steven N. Durlauf and Lawrence E. Blume, eds.,
Chen, J., & Shen, X.(2015).Consumers’ decisions in s-commerce context: An empirical investigation. Decision Support Systems, 79, 55–64.
Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238–254.
Cheung, C. M., Xiao, B. S., & Liu, I. L. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50–58.
Chow, W. S., & Shi, S. (2014). Understanding consumer trust in S-commerce websites. The 18th Pacific Asia Conference on Information Systems, PACIS.
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233–242.
Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33(3), 15–19.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equations with unobservable variables and measurement error. Journal of Marketing Research., 18(1), 39–50.
Ginosar, A., & Ariel, Y. (2017). An analytical framework for online privacy research: What is missing?. Information & Management, 54(7), 948–957.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale
for e-services context. Canadian Journal of Administrative Sciences/ Revue Canadienne des Sciences de l’Administration, 27(1), 5–23.
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis. 7th ed. Upper Saddle River, NJ: Prentice Hall.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage Publications.
Hair, J. F. (Jr.), Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). California, CA: Sage Publications.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic wordof-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38–52.
Hu, X., Wu, G., Wu, Y., & Zhang, H. (2010). The effects of web assurance seals on consumers’ initial trust in an online vendor: A functional perspective. Decision Support Systems, 48(2), 407–418.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to s-commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25.
Kim, K., & Kim, J. (2011). Third-party privacy certification as an online advertising strategy: An investigation of the factors affecting the relationship between third-party certification and initial trust. Journal of Interactive Marketing, 25(3), 145–158.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.
Liu, C., Marchewka, J. T., Lu, J., & Yu, C. (2005). Beyond concern: A privacy-trust- behavioral intention model of electronic commerce. Information & Management, 42(2), 289–304.
Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37(3), 190– 201.
Lu, B., & Fan, W. (2014). Social presence, trust, And S-commerce purchase intention: An empirical research. The 18th Pacific Asia Conference on Information Systems, PACIS, 105.
Mamonov, S., & Benbunan-Fich, R. (2017). Exploring factors affecting social e-commerce service adoption: The case of facebook gifts. International Journal of Information Management, 37(6), 590–600.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with A web site: A trust building model. The Journal of Strategic Information Systems, 11(3), 297–323.
Miltgen, C. L., & Smith, H. J. (2015). Exploring information privacy regulation, risks, trust, and behavior. Information & Management, 52(6), 741–759.
Ng, C. S. (2013). Intention to purchase on s-commerce websites across cultures: A cross regional study. Information & Management, 50(8), 609–620.
Noh, M., Lee, K., Kim, S., & Garrison, G. (2013). Effects of collectivism on actual s commerce use and the moderating effect of price consciousness. Journal of Electronic Commerce Research, 14(3), 244–260.
Preibusch, S., Peetz, T., Acar, G., & Berendt, B. (2016). Shopping for privacy: Purchase details leaked to PayPal. Electronic Commerce Research and Applications, 15, 52–64.
Ringle, C. M., Götz, O., Wetzels, M., & Wilson, B. (2015). On the use of formative measurement specifications in structural equation modeling: A Monte Carlo simulation study to compare covariance-based and partial least squares model estimation methodologies. METEOR Research Memoranda (RM/09/014).
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 1997, 2, 49-60.
Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM):A useful tool for family business researchers. Journal of Family Strategy, 5(1), 105-115.
Sharma, S., & Crossler, R. E. (2014). Disclosing too much? Situational factors affecting information disclosure in s-commerce environment. Electronic Commerce Research and Applications, 13(5), 305–319.
Simpson, P. M., Siguaw, J. A., & Cadogan, J. W. (2008). Understanding the consumer propensity to observe. European Journal of Marketing, 42(1–2), 196–221.
Stewart, K. J. (2003). Trust transfer on the world wide web. Organization Science, 14(1), 5–17.
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41(6), 747–762.
Wang, N., Shen, X., & Sun, Y. (2013). Transition of electronic word-of-mouth services from web to mobile context: A trust transfer perspective. Decision Support Systems, 54(3), 1394–1403.
Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials?. International Journal of Information Management, 44, 164-177.
Wang, Y., Wang, S., Fang, Y., & Chau, P. Y. (2013). Store survival in online marketplace: An empirical investigation. Decision Support Systems, 56, 482–493.
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of information Management, 37(3), 179-189.
Xu, H., Dinev, T., Smith, J., & Hart, P. (2011). Information privacy concerns: Linking individual perceptions with institutional privacy assurances. Journal of the Association for Information Systems, 12(12), 798.
Xu, H., Teo, H., Tan, B. C., & Agarwal, R. (2009). The role of push-pull technology in privacy calculus: The case of location-based services. Journal of Management Information Systems, 26(3), 135–174.