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Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective

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  • Wu, Wei
  • Wang, Sihang
  • Ding, Guanqi
  • Mo, Jinfei

Abstract

With the popularity and growth of social commerce, scholars and practitioners are particularly interested in how the integration of social media with e-commerce practice may resolve the challenge related to developing consumer-seller trust. Adopting a cognitive-emotional trust perspective, this study investigated the process by which consumers' trust in seller builds in a social commerce setting. Specifically, perceived familiarity, situational normality, cognitive and emotional trust in platform, and social interactivity were proposed as key antecedents of consumers' cognitive and emotional trust in seller. The model was examined with two complementary data sets collected from leading social commerce platforms in China: WeChat Store (NÂ =Â 430) and Xiaohongshu (NÂ =Â 397). This work advances the theoretical understanding of consumer's social shopping intention through extending the cognitive-emotional trust perspective and lends insights into the contextualized sources of trust building. In addition, these findings offer practical implications that help practitioners cost-effectively build consumer trust in the social commerce setting.

Suggested Citation

  • Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003101
    DOI: 10.1016/j.jretconser.2022.103217
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    3. Branca Barbosa & José Duarte Santos, 2023. "Bibliometric Study on the Social Shopping Concept," Administrative Sciences, MDPI, vol. 13(10), pages 1-21, September.
    4. Vazquez, Erik Ernesto & Patel, Chirag & Alvidrez, Salvador & Siliceo, Lorena, 2023. "Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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