期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2018
卷号：96
期号：14
出版社：Journal of Theoretical and Applied
摘要：The absence of social aspects and human presence is conceived as being one of the key drawbacks that impede the future development of e-commerce. The development of social commerce may help overcome this weakness. Social commerce is viewed as a subset of e-commerce that integrates both social and commercial activities by utilising social technologies into e-commerce websites. Social commerce participates significantly in re-introducing the social side of purchasing to e-commerce by enhancing the social presence in the online environment. Based on the role of social technologies and Social Presence Theory (SPT), this study describes the nature of the social side in social commerce by proposing a theoretical framework that incorporates a multidimensional conceptualisation of social presence. The impact of this conceptualisation on building trusting beliefs and subsequent intentions to purchase is then explored. The proposed model suggests that trust is a key driver of social commerce. Furthermore, social presence factors rooted in social technologies participate effectively in the formation of trustworthy relationships between consumers and sellers. While the proposed research model has not been empirically tested, it reveals new insights into social commerce research, and has several practical and theoretical implications.
关键词：Commas Social commerce; Social technology; Web 2.0; Social presence; Perceived trust
