چکیده مقاله
Social commerce, a new stream in e commerce, enables hyper informed consumers tosupport the businesses in new product development Hyper informed consumers are theresults of online communication provided by social media These consumers have beenempowered by Web 2 0 technologies to have online communication, which drives value forthe companies in new product development Trust is one the values that might be provided bythe online communication of individuals through sharing the knowledge and experience of anew product The paper sheds on new product development and trust concepts along withsocial commerce construct theory in order to develop a research model for investigating theimpact of online communication of consumers, which produce social word of mouth on trustbuilding mechanisms The results from a survey reveal that social word of mouth, offered bysocial media, increases the level of trust on new products The conclusion, discussion, andfuture research suggestion in the end of the paper support its contribution to the track ofmarketing and innovation
کلیدواژهها
نویسندگان
Mahmood Hajli
Birkbeck, University of London, UK
Mohammad Hajli
Allame Tabatabee University, Iran
Farzad Khani
Azad Univeristy, Iran
شیوه ارجاع
Hajli, Mahmood and Hajli, Mohammad and Khani, Farzad,1392,Establishing Trust in Social Commerce through Social Word of Mouth,7th International Conference on e- Commerce whit focus on e-Security,Kish Island
ارائهشده در
مجموعه مقالات هشتمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر اعتماد الکترونیکی4 اردیبهشت 1393 · مشهد