earticle

영어

This paper aims to improve understanding a new type of e-commerce called “social shopping” and examine the relationship among social network, trust in a website, trust in product recommendation, and intention to purchase products. The results showed that social network has positives effects on trust in a website, trust in product recommendation, and intention to purchase products. Trust in a website has a positive effect on trust in product recommendation. Trust in product recommendation has a positive effect on intention to purchase products but trust in a website does not. Thus, trust in product recommendation will play an important role in online consumers’ transaction intention.