Consumers’ Trust Transferability in Cross-Border Social Commerce and Its Impact on Perceived Risk and Purchase Intention

Wiyata; Setyono Langgeng

doi:10.2991/978-94-6463-240-8_21

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Consumers’ Trust Transferability in Cross-Border Social Commerce and Its Impact on Perceived Risk and Purchase Intention

Authors

Wiyata¹, Setyono Langgeng¹^{, *}

¹Business Administration Department, Brawijaya University, Malang, Indonesia

^*Corresponding author. Email: langsetyono@ub.ac.id

Corresponding Author

Setyono Langgeng

Available Online 22 September 2023.

DOI: 10.2991/978-94-6463-240-8_21 How to use a DOI?
Keywords: Trust Transfer; Perceived Risk; Purchase Intention; Cross-Border Social Commerce
Abstract: Cross-border social commerce is a fast-growing business leveraging social networks, offering hope to reach potential buyers around the world. However, the risk perception of foreign products still discourages consumers from purchasing. According to the trust transfer theory and the trust risk perspective, we propose to establish trust through friends and platforms and examine the perceived risk and impact on purchase intention. To test our hypothesis, we conducted an online survey. A total of 213 social commuters from Indonesia and his users participated in the scenario-based survey. Based on Partial Least Squares (PLS) analysis, we discovered that customer trust can be transferred from friends and platforms to brands. This result has important implications for trust transfer theory. The study also provides suggestions for practitioners in developing strategies for cross-border trade.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)
Series: Advances in Economics, Business and Management Research
Publication Date: 22 September 2023
ISBN: 10.2991/978-94-6463-240-8_21
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-240-8_21 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Wiyata
AU  - Setyono Langgeng
PY  - 2023
DA  - 2023/09/22
TI  - Consumers’ Trust Transferability in Cross-Border Social Commerce and Its Impact on Perceived Risk and Purchase Intention
BT  - Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)
PB  - Atlantis Press
SP  - 177
EP  - 186
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-240-8_21
DO  - 10.2991/978-94-6463-240-8_21
ID  - 2023
ER  -

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