Research on Consumer Trust in Social E-commerce in China: A Case Study of Douyin

Zhina Wang () and Acrapol Nimmolrat ()
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Zhina Wang: Chiang Mai University, College of Arts Media and Technology
Acrapol Nimmolrat: Chiang Mai University, College of Arts Media and Technology

A chapter in Proceedings of the 2025 3rd International Conference on Digital Economy and Management Science (CDEMS 2025), 2025, pp 572-577 from Springer

Abstract: Abstract With the rapid development of social e-commerce, consumer trust has become a key factor influencing user purchasing behavior and the sustainable growth of platforms. This study takes Douyin, a leading social e-commerce platform in China, as the research object to explore the construction mechanisms and identification methods of consumer trust. From the perspective of Customer Knowledge Management (CKM), the research integrates text mining, relational trust theory, and the Kano model to propose a systematic analytical approach for identifying trust gaps among users. This study offers a theoretically guided, data-driven analytical framework for constructing consumer trust based on authentic user feedback. It not only enriches the application path of trust theory in the context of digital commerce but also provides practical guidance for service optimization and user relationship management on social e-commerce platforms.

Keywords: Social e-commerce; Consumer trust; Text mining; Customer Knowledge Management (CKM); Relational trust theory; Kano model; Douyin platform; User experience feedback (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-770-0_64

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