بررسی رانندگان تجارت اجتماعی در سیستم های رسانه های اجتماعی: اهمیت اعتماد، حمایت اجتماعی و استفاده از پلت فرم درک شده

This study sheds light on the drivers of social commerce in social media platforms. First, it explores the perceived characteristics of the social commerce vendor and investigates their influence on users’ trust. Second, it tests the influence of trust and the platform perceived usage (using the Unified Technology Acceptance and Use of Technology Model 2) on social commerce intent. Data from a survey of Instagram users, within the Golf Corporation Council countries, were collected online. Results show that reputation and price advantage have the strongest influence on trust, although those effects are weakened by habits. Contrary to expectations, social interactions with the social commerce vendor decrease trust. Similarly, product differentiation reduces trust. Nevertheless, this effect is negatively moderated by social support. Perceived ease of use of the platform, facilitating conditions, hedonic motives and habits increase social commerce intent. The findings of this research offer some insights on the mechanisms through which the s-vendor characteristics influence social commerce intent on social media platforms. Findings help businesses better understand the social commerce landscape and improve their marketing strategies.