earticle

영어

In addition to facilitating social marketing/advertising, some social media provide platforms of online shopping to users who sell or buy products via them. Since trust building occupies a pivotal position in online shopping, this study investigates the antecedents and consequences of trust building in the context of social media based online shopping. An empirical analysis with 315 survey respondents who purchase products on WeChat reveals that communication quality and positive WOM have positive effects on trust in seller, while familiarity with platform and platform reputation have positive effects on trust in platform. Furthermore, trust in platform has no direct effect on consumers’ purchase intention and it indirectly affects purchase intention through influencing trust in seller. Research findings suggest that interpersonal trust building plays a core role in increasing social media based transaction.