F-commerce and the Crucial Role of Trust
Galletta, Dennis F.
Several studies have identified the crucial role of trust in internet shopping behavior. Technical developments have produced new forms of e-commerce such as commerce through the largest worldwide social network: Shopping on Facebook. Our research investigates the role of trust in facebook-shopping. Our findings show that perceptions of the e-retailer's benevolence and integrity have a stronger impact on trust in facebook-shopping than perceptions of competence and the benevolence and integrity of Facebook itself. Moreover, perceptions of benevolence and integrity of both the e-retailer and Facebook also display a direct effect on purchase intention. Finally, we find significant and positive interaction effects indicating that trust in the e-retailer and trust in Facebook do not independently affect trust in facebook-shopping and purchase intention. Instead, we found that perception of the e-retailer and Facebook complement each other.
contribution to scientific community
Proceedings of the International Conference on Information Systems, ICIS 2011
Association of Information Systems
AIS Electronic Library (AISeL)
32nd International Conference on Information Systems (ICIS 2011)