THE MEDIATING IMPACT OF TRUST AND COMMITMENT ON S-COMMERCE CONTINUOUS USE INTENTION

Prior studies have highlighted the impact of electronic word-of-mouth (e-WOM) communication on s-commerce adoption behavior and its important role in helping users sustain continuous participation. Despite empirical support, continue to switch between platforms at a high rate despite being actively engaged e-WOM communication. Hence, goal this study is better understand mediating influence trust commitment continuous-use behavior. This adopts commitment-trust theory as underpinning theoretical basis prove hypothesis. Data were collected using web survey technique analyzed SmartPLS. The findings demonstrate that significantly mediate relationship 1) perceived utility intention 2) enjoyment intention. scientifically proves user’s decision continuously use platform engage activities mediated by positive they toward platform.