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E-Trust in Social Commerce: A Comprehensive Review

In: Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023)

Author

Listed:
  • Pham Thi Thanh Hong

    (Hanoi University of Science and Technology)

  • Tran Nguyen Hoang Anh

    (Hanoi University of Science and Technology)

Abstract

Research purpose: The paper investigates and synthesizes the concepts, classifications, and factors that influence trust in social commerce. Research motivation: Although social commerce is growing strongly in many forms around the world, we are still limited in identifying the factors that stimulate purchasing decisions in this new commercial environment. Unlike traditional e-commerce, where buyers have difficulty gathering information to make purchasing decisions, social commerce can get additional help and interaction from many sources before making the final purchasing decision. Therefore, it would be better if we could clarify the motivations and factors that influence shoppers, thereby identifying mechanisms for building trust in online shopping and reducing consumers’ concerns. Research design, approach, and method: Based on a systematic review of the literature published over the last 10 years, the authors synthesized various research perspectives into a framework of e-trust in social commerce. Main findings: By exploring 49 researches on the topic of online trust in social commerce, this research has synthesized factors that have been shown to impact consumers’ online trust when buying through social networking sites in particular. This research also provides the best overview of customer trust in social commerce across all four dimensions: people, business strategy, technology and information. Practical/managerial implications: As its main contribution, the study provides a deeper understanding of the key components that create compelling customer trust in social commerce to build loyalty. Besides, the study broadens the customer management perspective to recognize the valuable consequences of enhancing consumer trust by improving factors that have Positive impact on trust such as: enhancing brand reputation, improving skills and knowledge of sellers, and minimizing factors that have a negative impact on trust such as minimizing risks that customers may perceive.

Suggested Citation

  • Pham Thi Thanh Hong & Tran Nguyen Hoang Anh, 2023. "E-Trust in Social Commerce: A Comprehensive Review," Advances in Economics, Business and Management Research, in: Nguyen Danh Nguyen & Pham Thi Thanh Hong (ed.), Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023), pages 99-113, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-348-1_10
    DOI: 10.2991/978-94-6463-348-1_10
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