چکیده مقاله
Internet is integrated into nearly all aspects of activities including businesses It is a medium that can be accessed anywhere The advancement of Internet has contributed to thedevelopment of electronic commerce and trust has been suggested in the literature to play an essential role in the development of e commerce Lately, e commerce has also taken placed in a new platform, Social Networking Sites SNSs As in e commerce, individuals’ trust isalso important in using SNSs as the medium of commerce Based on literature review, we found limited number of studies investigating factors that affect individuals’ trust in this medium Examining factors that influence individuals’ trust in online purchase using SNSswas the primary concern of this research In this study, four factors were examined which arepropensity to trust, experience in online purchase, testimonial, and monetary risk Thesamples of this research were 129 Facebook users Questionnaires were distributed through email and a posting on the researcher’s Facebook Multiple regression analysis was used to test the relationships proposed in the study The study revealed that propensity to trust andtestimonial were two significant factors that influence individuals’ trust in online purchase through SNSs
کلیدواژهها
نویسندگان
Khalil Md Nor
Faculty of Management, Universiti Teknologi Malaysia
Wan Nur Fazni
Faculty of Management, Universiti Teknologi Malaysia
Ali Al-Ajamrosman Md Yusoff
Faculty of Management, Universiti Teknologi Malaysia
شیوه ارجاع
Md Nor, Khalil and Fazni, Wan Nur and Md Yusoff, Ali Al-Ajamrosman,1392,Factors Influencing Individuals’ Trust in Online Purchase through Social Networking Sites,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