Social commerce: Is interpersonal trust formation similar between U.S.A. and Spain?

Li Qin and D. De-Juan-Vigaray, María

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: In social commerce, interpersonal trust when individuals communicate is key among the parties. The main objective of this study is to investigate how the consequent variables, “interpersonal trust†and “users’ intention†, are impacted by the antecedents of trust-building and cultural dimensions when people are engaged in social commerce. The research model is substantiated using data collected in the U.S.A. and Spain. While all the trust-building antecedents have significant positive impact upon trust, there are cultural differences between the countries. The findings can be of interest to global marketing managers and information officers.

Keywords: Social commerce; Interpersonal trust; Culture (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002083

DOI: 10.1016/j.jretconser.2021.102642

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