Paper Title :Consumer Trust in Social Commerce: A Case Study in Thailand

Author :Charunya Parncharoen

Article Citation :Charunya Parncharoen , (2018 ) " Consumer Trust in Social Commerce: A Case Study in Thailand " , International Journal of Management and Applied Science (IJMAS) , pp. 75-78, Volume-4,Issue-9

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

Type : Research paper

Published : Volume-4,Issue-9

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