Authors : Hyun Sook Ahn, Alex Bates, Sam Park and Moon Jong Choi
Abstract: Recently with the proliferation of smartphones and social commerce, consumers are increasingly using mobile social commerce sites. The purpose of this study is to investigate the effect of mobile social commerce characteristics on the purchase intention and trust of mobile social commerce site users. A total of 914 samples were collected through the questionnaire and path analysis was conducted to analyze the relationship between the factors. First, the characteristics of mobile social commerce such as information quality, network externality, comment quality, media richness, social capital provide positive effects on positive trust and emotional trust. It was determined that perceived trust has a significant effect on emotional trust but not cognitive trust. Second, cognitive trust has a positive effect on purchase intention. Finally, emotional trust has no significant effect on the purchase intention of mobile social commerce. The results of this study will provide practical implications for future mobile social commerce providers to establish marketing strategies for product sales.
Hyun Sook Ahn, Alex Bates, Sam Park and Moon Jong Choi, 2018. The Effect of Mobile Social Commerce Site (MSCS) Characteristics on Purchase Intention-Focused on Mediating Effect of Cognitive Emotional Trust. International Business Management, 12: 299-310.