Research On Factors Influencing Dynamic Evolution Of Trust On Social Commerce

While the information and internet technology is progressing very fast, social media, with the increasing number of registered users, grows rapidly. It has shown good prospects for development both in China and foreign Countries. Especially, the new form combined social media and e-commerce-social commerce, which becomes the new direction of developing, e-commerce is becoming alive as injected fresh blood with social media, as well as online shopping has become another profitable way of social media. Currently, social commerce in China is still in the new born stage. Social commerce is also facing the problem that how to build initial trust and continuous trust as same as traditional e-commerce, moreover, its impacted factors on consumer trust has become more complex for the reason of the combination of social media. Therefore, this paper build a consumer trust factors model under the dynamic evolution of social commerce, from the establishment of initial trust to maintain the continued trust, providing useful suggestions for social commerce companies. Some analysis obtained by empirical research results are as follows:(1) Both initial consumer trust and continuous consumer trust of social commerce is positively impacted by two factors which are perceived usefulness and perceived ease of use. Social media properties as an external variable, indirect impact on consumer trust, profession of friends, transaction information of friends, comments of friends, and interaction with friends significantly affect perceived usefulness, transaction information of friends, interaction and intimacy with friends significantly affect perceived ease of use.(2) When purchasing online for the first time on social commerce, perceived ease of use being an important element in establishing initial trust, friends’professional competence has a much bigger influence on perceived usefulness, and the interaction with friends has a stronger influence on perceived ease of use.(3) When purchasing online after the first time on social commerce, perceived usefulness being an important element in establishing continued trust, perceived usefulness is impacted by comment and interactivity of friends, and transaction information and interaction of friends have a stronger influence on perceived ease of use.In this study, not only to build a social commerce dynamic trust factor model, but also to help social commerce with some useful suggestions for its development.