With the rapid development of social networks, there is a focus on marketing strategies and business models that are based on social media. In the academic world, scholars believe that online trust is a key factor con...With the rapid development of social networks, there is a focus on marketing strategies and business models that are based on social media. In the academic world, scholars believe that online trust is a key factor contributing to online purchasing behavior. This article explored several factors in social media trust and verified the moderating role of offline familiarity by using relevant research on online trust in conjunction with a structure equation model. The results show that independent variables such as reputation, SNS interaction, information quality, reciprocity, satisfaction and shared values have a positive influence on trust, whereas perceived similarity does not, and information quality is the most important factor. In addition, offline familiarity significantly moderates the relations between information quality, reciprocity, reputation, shared values and social media trust. This information is important to assist companies in developing an effective social network marketing strategy.展开更多
Recent years we have witnessed the rapid growth of social commerce in China, but many users are not willing to trust and use social commerce. So improving consumers’ trust and purchase intention has become a crucial ...Recent years we have witnessed the rapid growth of social commerce in China, but many users are not willing to trust and use social commerce. So improving consumers’ trust and purchase intention has become a crucial factor in the success of social commerce. Business factors, environment factors and social factors including twelve secondary indexes build up a social commerce trust evaluation model. Questionnaires are handed out to collect twelve secondary indexes scores as input of BP neural network and composite score of trust as output. Model simulation shows that both training samples and test samples have low level of average error and standard deviation, which certify that the model has good stability and it is a good method for evaluating social commerce trust.展开更多
文摘With the rapid development of social networks, there is a focus on marketing strategies and business models that are based on social media. In the academic world, scholars believe that online trust is a key factor contributing to online purchasing behavior. This article explored several factors in social media trust and verified the moderating role of offline familiarity by using relevant research on online trust in conjunction with a structure equation model. The results show that independent variables such as reputation, SNS interaction, information quality, reciprocity, satisfaction and shared values have a positive influence on trust, whereas perceived similarity does not, and information quality is the most important factor. In addition, offline familiarity significantly moderates the relations between information quality, reciprocity, reputation, shared values and social media trust. This information is important to assist companies in developing an effective social network marketing strategy.
文摘Recent years we have witnessed the rapid growth of social commerce in China, but many users are not willing to trust and use social commerce. So improving consumers’ trust and purchase intention has become a crucial factor in the success of social commerce. Business factors, environment factors and social factors including twelve secondary indexes build up a social commerce trust evaluation model. Questionnaires are handed out to collect twelve secondary indexes scores as input of BP neural network and composite score of trust as output. Model simulation shows that both training samples and test samples have low level of average error and standard deviation, which certify that the model has good stability and it is a good method for evaluating social commerce trust.
