The Impact of the Number of Trusted Members on the Perceived Credibility of the Information on Social Commerce: The Mediating Roles of Cognitive Trust and Affective Trust

DOI

10.2991/aebmr.k.200626.077How to use a DOI?

Keywords

Social commerce, number of trusted members, cognitive trust, affective trust, perceived credibility

Abstract

With the advancement of internet technology, the transaction conducted via social commerce has become a trend. However, the credibility of social commerce is in doubt due to many fraudulent cases and scams being discovered frequently. Therefore, this study would like to evaluate the impacts of the number of trusted members, cognitive trust and affective trust on the perceived credibility on the information given on social media sites among the social commerce users in Malaysia. A total of 405 actual samples were collected and analyzed in this study. This research has contributed to the theoretical context by concluding that the number of trusted members, cognitive trust and affective trust have direct, positive, and significant effects on the perceived credibility; while the number of trusted members has direct, positive, and significant effect on both the cognitive trust and affective trust. Besides, the study also concluded two mediating hypotheses in which the cognitive trust mediates the relationship between the number of trusted members and perceived credibility as well as the affective trust mediates the relationship between the number of trusted members and perceived credibility.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Choon Ling Kwek
AU  - Zhang Li
AU  - Ke Shin Yeow
AU  - Ng Ka Yee
AU  - Thamilarasi A/P Thiruchandren
PY  - 2020
DA  - 2020/06/29
TI  - The Impact of the Number of Trusted Members on the Perceived Credibility of the Information on Social Commerce: The Mediating Roles of Cognitive Trust and Affective Trust
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 461
EP  - 470
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.077
DO  - 10.2991/aebmr.k.200626.077
ID  - Kwek2020
ER  -