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    题名: Leveraging Sociability for Trust Building on Social Commerce Sites
    作者: Fang, Y.H.;Li, C.Y
    关键词: sociability;people;policies;purposes;trust in product recommendations
    日期: 2019-12
    上传时间: 2020-01-07 12:10:33 (UTC+8)
    出版者: Elsevier
    摘要: With the increasing popularity of social media, consumers are increasingly generating and sharing content, facilitating the growth of social commerce sites. Studies have explored the factors driving consumers’ adoption of social commerce, but relatively few of them have investigated the role of sociability. Because sociability determines how users interact and the conceptualization of sociability remains unclear, this study extended the research of Preece by identifying seven elements of three subdimensions of sociability through focus-group discussions. The partial-least-squares analysis results suggested that the purposes, policies, and people aspects of sociability positively affect trust in product recommendations. In addition, the results from fuzzy set qualitative comparative analysis revealed that all the elements of the subdimensions of sociability appear as conditions in one or more paths, and none of the conditions is present in all the causal paths identified. The results provide valuable information for academics and practitioners seeking to increase consumer trust through sociability.
    關聯: Electronic Commerce Research and Applications 24, p.100907
    DOI: 10.1016/j.elerap.2019.100907
    显示于类别:[會計學系暨研究所] 期刊論文

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