Main Article Content
The purpose of this research is to study the factors influencing trust and distrust of Thai people in using social commerce and the moderating effects on those factors. A theoretical model is developed including groups of factors derived from previous studies (social commerce constructs, characteristics of social media websites, characteristics of e-vendors, personality traits of consumers, and Thai culture) with direct effects on both trust and distrust which are treated as distinct constructs rather than as opposite ends of a continuum of measurement. Also, the model includes gender, education, age, and social commerce experience as factors that moderate the direct effects. The model is analyzed and developed with descriptive statistics and structural equation modeling using data collected by questionnaire from 662 Thai social commerce users. The ability of an e-vendor to supply the expected products and services emerged as the most important influence on trust while the personality trait neuroticism had the most important influence on distrust. Gender, age, and social commerce experience were found to have moderating effects on some causal effects while and individual’s level of education did not have any significant moderating effects. New findings concerned the causal effects of several variables (community, perceived ease of use, competence, reputation and integrity, quality of information, agreeableness, conscientiousness, and relationship orientation) and the moderating effects of gender, education, age, and social commerce experience. Theoretical and practical implications of the findings are discussed in detail.
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
Bock, G., Lee, J., Kuan, H. and Kim, J. (2012) The progression of online trust in the multi-channel retailer context and the role of product uncertainty. Decision Support Systems 53(1): 97-107.
Buriyameathagul, K. (2013) Characteristics of Culture in Thai Society and Virtual Communities. Silpakorn University Journal of Social Sciences, Humanities, and Arts 13(2): 207-270.
Büttner, O. B. and Göritz, A. S. (2008) Perceived trustworthiness of online shops. Journal of Consumer Behaviour 7(1): 35-50.
Chen, J. and Shen, X. (2015) Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems 79: 55-64.
Chen, J. V., Su, B. and Widjaja, A. E. (2016) Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems 83: 57- 69.
Cohen, J. (1988) Statistical power analysis for the behavioral sciences. New York: Academic Press.
Cohen-Charash, Y. and Spector, P. E. (2001) The Role of Justice in Organizations: A Meta-Analysis. Organizational Behavior & Human Decision Processes 86(2): 278-321.
Cook, J. and Wall, T. (1980) New work attitude measures of trust, organizational commitment and personal need non-fulfillment. Journal of Occupational Psychology 53(1): 39-52.
Dai, H., Luo, X., Liao, Q. and Cao, M. (2015) Explaining consumer satisfaction of services: The role of innovativeness and emotion in an electronic mediated environment. Decision Support Systems 70: 97-106.
Denpaisarn, P., Thongmak, M. and Ngarmyarn, A. (2009) The impact of internet users' privacy concerns on trust in e-commerce. Proceedings of The IADIS International Conference on WWW/Internet 501-508.
Devaraj, S., Easley, R. F. and Crant, J. M. (2008) How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use. Information Systems Research 19(1): 93-105.
Ellis, K. and Zalabak, P. S. (2001) Trust in top management and immediate supervisor: The relationship to satisfaction, perceived organizational effectiveness, and information receiving. Communication Quarterly 49: 382-398.
Facebook (2017) Facebook's revenue in Asia Pacific by segment (in million U.S. dollars). [Online URL: https://www.statista.com/statistics/223282/facebooks-revenue-in-asia-since-1st-quarter-2010-by-segment/] accessed on July 4, 2017.
George, D. and Mallery, P. (2013) IBM SPSS Statistics 21 Step by Step: A Simple Guide and Reference. New York: Routledge.
Hajli, M. N. (2014) The role of social support on relationship quality and social commerce. Technological Forecasting & Social Change 87: 17-27.
Hajli, N. (2015) Social commerce constructs and consumer's intention to buy. International Journal of Information Management 35(2): 183-191.
Hernandez, J. C. and Santos, C. C. (2010) Development-based Trust: Proposing and Validating a New Trust Measurement Model for Buyer-Seller Relationships. BAR - Brazilian Administration Review 7(2): 172-197.
Hew, J., Lee, V., Ooi, K. and Lin, B. (2016) Mobile social commerce: The booster for brand loyalty?. Computers in Human Behavior 59: 142- 154.
Hsiao, K. L., Lin, J. C., Wang, X. Y., Lu, H. P. and Yu, H. (2010) Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review 34(6): 935-953.
Huang, Z. and Benyoucef, M. (2013) From e-commerce to social commerce: A close look at design features. Electronic Commerce Research And Applications 12(Social Commerce-Part 2): 246-259.
Hubbell, A. P. and Chory-Assad, R. M. (2005) Motivating Factors: Perceptions of Justice and Their Relationship with Managerial and Organizational Trust. Communication Studies 56(1): 47-70.
Internet World Stats. (2017) World Internet Users Statistics and 2015 World Population Stats. [Online URL: https://www.internetworldstats.com/stats3.htm] accessed on July 4, 2017. Jalava, J. (2003) From Norms to Trust: The Luhmannian Connections between Trust and System. European Journal of Social Theory 6(2): 173-190.