Buying Through Social Platforms

Social platforms are currently encountering a set of burning issues: low ad conversion rates, cross-channel free-riding phenomena, lack monetary incentives to retain premium content creators, etc. Direct purchase behaviors between social platform users (e.g., making direct through seller's promotional post) can largely resolve these problems. Therefore, it is imperative study the factors that influence users' behavior. This paper focuses on risk- and trust-related factors, proposing theoretical model was tested two samples Chinese WeChat. The authors concluded tend evaluate shopping risk associated with first, then go process building trust in before purchases. Further, this generate halo effect seller risk. Finally, directly impact intention buy from platform.