Paper Title
Consumer Trust in Social Commerce: A Case Study in Thailand
Abstract
This research aims to investigate the consumer trust in social commerce and to examine the relationshipsbetween
social network activities usages and consumer trust in social commerce. A cross-sectional survey study was conducted and
data were obtained from 400 consumers who lived in Bangkok and used to buy products or services via social network.
Findings reveal that the majority of the respondents used Facebook, followed by Line, and Instagram. In overall, social
network usage was in medium level with the highest usage of Reading Forums and Adding Comments. Results further reveal
that the consumer trust in social commerce was in high level. Among those consumer trust elements, the Communication &
Interaction with Customers is the most important element that affecting consumers’ decision to purchase via social network
sites, followed by Store Information, Store Reputation, and Transaction Security & Privacy, respectively. The results of
hypothesis testing show the existence of a clear link between social network activities usages and consumer trust in social
commerce.
Keywords - Consumer Trust, Social Commerce, Social Network Activities Usages