Social Networking Services and Social Trust in Social Commerce

This study researches the mediating consequence of social trust (identification-based and information-based trust) on relationship between networking services (SNS) use commerce intention. The also explores whether how gender differences impact SNS endogenous constructs. proposed research model is empirically examined using a sample 170 consumers who have had prior online shopping experience. statistical analysis employs partial least squares structural equation modelling (PLS-SEM) methods such as PLS algorithm, assessments, predict, goodness-of-fit, invariance assessment multi-group analysis, importance-performance map analysis. provides empirical insights into effects towards s-commerce Also, men woman are found to exhibit different emphases in s-commerce.