Antecedents of Trust Impacting Purchase Intention in Social Commerce: Special Reference to Fashion Industry NCR (India)
Main Article Content
Abstract
Purpose – The current research attempts to comprehend the factors which encourage people to trust. S-commerce, a novel e-commerce approach that blends social networking with shopping, and examines how trust influences buyer inclination to purchase goods via s-commerce.
Research methodology – An Extensive literature review is carried out to collect data, and 53 research papers from reputed journals like Emeralds, Springer, Sage, and others were read. Furthermore, a web- based questionnaire instrument was developed to gather statistics, and 800 questionnaires were sent to assess the proposed model.
Findings – The outcome revealed that perceived reputation, perceived size, service quality, economic benefit, and social commerce constructs are important elements impacting customer trust in s-commerce. Furthermore, customers' intention to purchase products from social networking sites is influenced by their trust in s-commerce, since it can boost their intention to buy.
Research limitations –One of the limitations of this research is that it largely centered on the influence of trust. However, there are more variables that might influence shoppers' willingness to purchase.
Practical implications – The study observed that trust impacts the customers' purchasing intentions in S-commerce. This study intends to contribute in developing effective sales techniques for businesses which eventually help in building successful social commerce businesses. Further, the research delivers useful guidance to entrepreneurs on how to create online marketing offerings that can establish, nurture, and uphold the trust of customers.
Originality/value – The study presents an extensive conceptual framework of the drivers of trust and impact of buyer trust on the intent to buy.