Course Hero Logo

26 research model and hypothesis this proposal

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 14 - 17 out of 25 pages.

2.6 Research model and hypothesisThis proposal suggests a research model assess this research variable's nexus, such asSM, intention to buy, and perceived usefulness, as shown in Figure 1 below.ffFigure 1:Research modelSMIntention to buyTrustH1122222222222122111111H2PerceivedusefulnessH4H3
EFFECTS OF SM ON E-COMMERCE152.6.1 Impacts of SM.The interconnectedness of consumers via SM like recommendations, reviews, orcommunities is likely to build trust in e-commerce (Wang et al. (2012). In the context of SNSs,Wang et al.emphasized that the social interaction among the consumers aids their peers to rejector develop Trust in the provider. Consumer specialization indirectly occurs via SM by supportingproduct involvement and directly by social interaction among consumers. On the other hand, Panand Chou (2011) noted that SM could influence consumers' social relationships, consequentlyimpacting the consumers' perceived Trust. The series of interactions on this platform yield socialsupport, which also affects social Trust.Additionally, a research conducted by Do-Hyung et al. (2007), indicated he following:higher ratings, positive feedback, and comments will ultimately improve trust among thevendors. Again, reviews, comments, and positive feedback are considered useful and impactconsumers' attitudes and intentions to purchase the product. Do-Hyung et al.further suggestedthat the quantity and the quality of information generated through the customer review affect theintention to buy a product or service due to increased Trust Hence, proposes the followinghypothesis;H1: SM and consumer's Trust have a positive correlation2.6.2 Influence of TrustPerceived security and Trust in SNSs are integral in changing the consumer attitude toshopping. Studies have indicated that SM consumers, e.g., Han and Windsor (2011), can provetheir assurance via the exchange of experience and information, hence improving Trust andwellness to shop. Han et al. (2011) noted that trust and perceived trust, can influence thewillingness and intention of the buyer. As a result, trust plays a critical role in this proposal.
EFFECTS OF SM ON E-COMMERCE16There is a positive nexus between Trust and perceived usefulness (McCole et al. 2010). Trust canalso impact certain constructs of perceived usefulness. According to Mou et al. (2017), t therefollowing observations were made about trust.Fist, trust influences actual behavior and theconsumers' behavior to purchase. Second, SM can increase social Trust and minimize the risk aswell.Third, to eliminate risk barriers, SM has integrated customer reviews and comments ontheir sites. Seemingly, interaction among the connected consumers can also improve Trust.Forth, trust has the potential to influence consumer intention to purchase a product or service.Finally, as a matter of Trust, the choice to buy the product increase with an increase in trust. As aresult, there is a possibility that Trust will influence the choice to transact e-commerce. Hence,the following hypothesis will be suggested:H2: Consumers trust in SNSs positively influences and the intention to buyH3: Trust and perceived usefulness have a positive correlation2.6.3 Effect of perceived usefulnessStudies have indicated that perceived usefulness influences the intention of the consumerto conduct e-commerce. It is also alleged that the perceived value of the consumer on SM,according to Han and Windsor (2011), will positively influences the usefulness of the consumer

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 25 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
NoProfessor
Tags
Sociology, Social network service, SNSs

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture