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Social commerce information sharing and their impact on consumers

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  • Bugshan, Hatem
  • Attar, Razaz Waheeb

Abstract

With the rise of social commerce, new approaches such as sharing commerce in which the consumers, businesses and other stakeholders collaboratively perform various commercial activities and business interactions. Research relevant to information sharing activities in social commerce, the influence of trust on consumer behaviour, and intention to buy have been increasing in the past few years. However, most of the studies considered trust in a single dimension and its association with social, commercial, and technology factors. Investigating trust in the context of sharing commerce, a relatively new concept emerging in the recent years has been under researched. Focusing on this aspect, this study investigates the influence of trust in sharing commerce, social commerce information sharing, and perceived privacy risk on the intention to buy using a conceptual model reflecting the relationship between these constructs. Data was collected using an online questionnaire aimed at consumers from emerging markets in Asia through emails, and the data is analysed using PLS-SEM techniques. The results indicated that social commerce information sharing activities increases the trust in sharing commerce platforms and reduces perceived privacy risk, which can significantly improve the decision-making process and the intention to buy. This study demonstrates the link between social commerce information sharing, trust, perceived privacy risk, and intention to buy, and highlights the need to consider these constructs in social commerce research in emerging markets.

Suggested Citation

  • Bugshan, Hatem & Attar, Razaz Waheeb, 2020. "Social commerce information sharing and their impact on consumers," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    • Handle: RePEc:eee:tefoso:v:153:y:2020:i:c:s0040162519318736
    DOI: 10.1016/j.techfore.2019.119875
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    2. Caner Dincer & Banu Dincer, 2023. "Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics," Sustainability, MDPI, vol. 15(1), pages 1-27, January.
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    9. Cabeza-Ramírez, L. Javier & Sánchez-Cañizares, Sandra M. & Santos-Roldán, Luna M. & Fuentes-García, Fernando J., 2022. "Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    10. Mou, Jian & Benyoucef, Morad, 2021. "Consumer behavior in social commerce: Results from a meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    11. Caputa, Wiesława & Krawczyk-Sokolowska, Izabela & Pierscieniak, Agata, 2021. "The potential of web awareness as a determinant of dually defined customer value," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    12. Battisti, Sandro & Agarwal, Nivedita & Brem, Alexander, 2022. "Creating new tech entrepreneurs with digital platforms: Meta-organizations for shared value in data-driven retail ecosystems," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    13. Tseng, Hsiao-Ting & Ibrahim, Fahad & Hajli, Nick & Nisar, Tahir M. & Shabbir, Haseeb, 2022. "Effect of privacy concerns and engagement on social support behaviour in online health community platforms," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    14. Omar, Suha & Mohsen, Kholoud & Tsimonis, Georgios & Oozeerally, Adam & Hsu, Jen-Hsien, 2021. "M-commerce: The nexus between mobile shopping service quality and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    15. Apol Pribadi Subriadi & Shinta Amalia Kusuma Wardhani, 2022. "Survivability Scenario of SMEs in Facing COVID-19 Crisis Based on the Social Commerce Framework," Sustainability, MDPI, vol. 14(6), pages 1-24, March.
    16. Wang, Lu-Yao & Hu, Hai-Hua & Wang, Le & Qin, Jian-Qun, 2022. "Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    17. Arenas-Márquez, F.J. & Martínez-Torres, M.R. & Toral, S.L., 2021. "How can trustworthy influencers be identified in electronic word-of-mouth communities?," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    18. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    19. Hyeon-Cheol Kim & Sumi Kim & Zong-Yi Zhu, 2021. "Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Ko," Sustainability, MDPI, vol. 13(11), pages 1-12, May.
    20. Razaz Waheeb Attar & Ahlam Almusharraf & Areej Alfawaz & Nick Hajli, 2022. "New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review," Sustainability, MDPI, vol. 14(23), pages 1-38, November.
    21. Lamrhari, Soumaya & Ghazi, Hamid El & Oubrich, Mourad & Faker, Abdellatif El, 2022. "A social CRM analytic framework for improving customer retention, acquisition, and conversion," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    22. Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).
    23. Xu Chen & Yingliang Wu & Rujie Zhong, 2021. "Research on Competitiveness of China’s Social Commerce Enterprises Based on Macro- and Micro-Niche," Sustainability, MDPI, vol. 13(1), pages 1-20, January.

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