Antecedents of trust and its impact on online social shopping purchase intention based on social exchange theory
List of Authors
  • Tan Pei Meng , Tang Kin Leong

Keyword
  • Social shopping, purchase intention, trust, eWoM, logistics service quality, social presence.

Abstract
  • This study attempts to investigate the antecedent factors of trust and its impact on online social shopping purchase intention among Generation Z in Malaysia. This study also seeks to explore the mediator role played by trust in online social shopping purchase intention. The data was collected through an online questionnaire and was analysed using Partial Least Square Structural Equation Modelling technique and SEMinR statistics software package. Other than eWoM, the findings indicate that both social presence and logistics service quality have a significant impact on consumers’ trust, which leads to online social shopping purchase intention. The findings also reveal that logistics service quality has a greater impact on trust than social presence. Meanwhile, in the presence of trust, both social presence and logistics service quality have an indirect effect on online social shopping purchase intention. Since eWoM is found to have no significant impact on trust, thus, trust does not mediate the relationship between eWoM and online social shopping purchase intention. The findings of this study provide an alternative view on factors influencing trust building among Malaysian Generation Z consumers., as well as the mediator role played by trust. The study does not only extend our understanding of these factors but also contribute to the body of knowledge in this area. Practitioners and marketers may benefit from these findings by developing a social shopping system that is coupled with an effective marketing strategy to build trust among their consumers.

Reference
  • 1. Akıl, S., & Ungan, M. C. (2021). E-commerce logistics service quality: Customer satisfaction and loyalty. Journal of Electronic Commerce in Organizations, 20(1), 1–19. https://doi.org/10.4018/jeco.292473

    2. Al-Adwan, A. S. (2019). Revealing the influential factors driving social commerce adoption. Interdisciplinary Journal of Information, Knowledge, and Management, 14, 295–324. https://doi.org/10.28945/4438

    3. Al-Adwan, A. S., & Kokash, H. (2019). The driving forces of Facebook Social Commerce. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 0–0. https://doi.org/10.4067/S0718-18762019000200103

    4. Al-Adwan, A. S., Kokash, H., Al Adwan, A., Alhorani, A., & Yaseen, H. (2020). Building customer loyalty in online shopping: The role of online trust, online satisfaction and electronic word of mouth. International Journal of Electronic Marketing and Retailing, 11(3), 278–306. https://doi.org/10.1504/IJEMR.2020.108132

    5. Beyari, H., & Abareshi, A. (2019). The interaction of trust and social influence factors in the social commerce environment. Advances in Intelligent Systems and Computing, 843, 931–944. https://doi.org/10.1007/978-3-319-99007-1_86

    6. Birruntha, S. (2019). Brands should exhibit transparency to capture Gen Z’s minds. https://themalaysianreserve.com/2019/08/15/brands-should-exhibit-transparency-to-capture-gen-zs-minds/

    7. Bouzaabia, R., Bouzaabia, O., & Capatina, A. (2013). Retail logistics service quality: A cross-cultural survey on customer perceptions. International Journal of Retail and Distribution Management, 41(8), 627–647. https://doi.org/10.1108/IJRDM-02-2012-0012

    8. Chou, S. W., & Hsu, C. S. (2016). Understanding online repurchase intention: social exchange theory and shopping habit. Information Systems and E-Business Management, 14(1), 19–45. https://doi.org/10.1007/s10257-015-0272-9

    9. Coyle-Shapiro, J. A., & Diehl, M.-R. (2018). Social Exchange Theory Where is trust? In The Routledge Companion to Trust (pp. 197–217). Routledge. https://doi.org/10.4135/9781452276236.n454

    10. Daugherty, P. J., Bolumole, Y., & Grawe, S. J. (2019). The new age of customer impatience: An agenda for reawakening logistics customer service research. International Journal of Physical Distribution and Logistics Management, 49(1), 4–32. https://doi.org/10.1108/IJPDLM-03-2018-0143

    11. Deloitte. (2018). Digital media trends survey: A new world of choice for digital consumers. In Deloitte Insights. https://www2.deloitte.com/content/dam/insights/us/articles/4479_Digital-media-trends/4479_Digital_media trends_Exec Sum_vFINAL.pdf

    12. Department of Statistics. (2021). Current population estimates. Department of Statistics Malaysia, December, 1–141. https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=155&bul_id=aWJZRkJ4UEdKcUZpT2tVT090Snpydz09&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09

    13. Din, S. M., Ramli, R., & Bakar, A. A. (2020). Developing and validating an instrument to measure the trust effect towards Instagram sellers. Lecture Notes in Electrical Engineering, 619, 281–289. https://doi.org/10.1007/978-981-15-1289-6_26

    14. Fan, J., Zhou, W., Yang, X., Li, B., & Xiang, Y. (2019). Impact of social support and presence on swift guanxi and trust in social commerce. Industrial Management and Data Systems, 119(9). https://doi.org/10.1108/IMDS-05-2019-0293

    15. Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information and Management, 55(8), 956–970. https://doi.org/10.1016/j.im.2018.04.010

    16. Ghafari, S. M., Yakhchi, S., Beheshti, A., & Orgun, M. (2019). SETTRUST: Social Exchange Theory based context-aware trust prediction in online social networks. In H. Hacid, Q. Z. Sheng, T. Yoshida, A. Sarkheyli, & R. Zhou (Eds.), QUAT 2018: Data Quality and Trust in Big Data (pp. 46–61). Springer International Publishing. https://doi.org/10.1007/978-3-030-19143-6_4

    17. Ho, R. C., & Rezaei, S. (2018). Social media communication and consumers decisions: Analysis of the antecedents for intended apps purchase. Journal of Relationship Marketing, 17(3). https://doi.org/10.1080/15332667.2018.1492322

    18. Hsu, C. L., Chen, M. C., & Kumar, V. (2018). How social shopping retains customers? Capturing the essence of website quality and relationship quality. Total Quality Management and Business Excellence, 29(1–2), 161–184. https://doi.org/10.1080/14783363.2016.1171706

    19. Huang, H. C., Cheng, T. C. E., Huang, W. F., & Teng, C. I. (2018). Impact of online gamers’ personality traits on interdependence, network convergence, and continuance intention: Perspective of social exchange theory. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2017.08.009

    20. Isa, N. F., Annuar, S. N. S., Gisip, I. A., & Lajuni, N. (2020). Factors influencing online purchase intention of millennials and gen Z consumers. Journal of Applied Structural Equation Modeling, 4(2), 21–43. https://doi.org/10.47263/jasem.4(2)03

    21. Ismail, A. R., Nguyen, B., Chen, J., Melewar, T. C., & Mohamad, B. (2020). Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Young Consumers, 22(1), 112–130. https://doi.org/10.1108/YC-07-2019-1017

    22. Khalid, S., & Ali, T. (2017). An integrated perspective of social exchange theory and transaction cost approach on the antecedents of trust in international joint ventures. International Business Review, 26(3), 491–501. https://doi.org/10.1016/j.ibusrev.2016.10.008

    23. Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the effects of ewom, trust inclination, and information adoption on purchase intentions in an accelerated digital marketing context. Information (Switzerland), 11(10), 1–12. https://doi.org/10.3390/info11100478

    24. Kim, Y., & Peterson, R. A. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38, 44–54. https://doi.org/10.1016/j.intmar.2017.01.001

    25. Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101

    26. Kwon, K. J., Mai, L. W., & Peng, N. (2020). Determinants of consumers’ intentions to share knowledge and intentions to purchase on s-commerce sites: incorporating attitudes toward persuasion attempts into a social exchange model. Eurasian Business Review, 10(1), 157–183. https://doi.org/10.1007/s40821-019-00146-5

    27. Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90. https://doi.org/10.2753/JEC1086-4415160204

    28. Lin, X., Wang, X., & Hajli, N. (2019). Building e-commerce satisfaction and boosting sales: The role of social commerce trust and its antecedents. International Journal of Electronic Commerce, 23(3), 328–363. https://doi.org/10.1080/10864415.2019.1619907

    29. Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170

    30. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057

    31. Lu, B., & Zhang, S. (2020). A conjoint approach to understanding online buyers’ decisions towards online marketplaces. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 69–83. https://doi.org/10.4067/S0718-18762020000300106

    32. Mahalingam, E. (2018). Opportunities in e-commerce - SMEBiz. The Star Online. https://www.thestar.com.my/business/smebiz/2018/08/20/opportunities-in-ecommerce/#s8U5t7jrcj3AV6eM.99

    33. Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373

    34. Memon, M. A., Cheah, J. H., Ramayah, T., Ting, H., & Chuah, F. (2018). Mediation analysis: Issues and recommendations. Journal of Applied Structural Equation Modeling, 2(1). https://www.researchgate.net/publication/322293701

    35. Milaković, I. K., Mihić, M., & Boljat, I. (2020). Consumer attitudes towards social network advertising: Predictors and outcomes. Market-Trziste, 32(Special Issue), 83–97. https://doi.org/10.22598/mt/2020.32.spec-issue.83

    36. Murfield, M., Boone, C. A., Rutner, P., & Thomas, R. (2017). Investigating logistics service quality in omni-channel retailing. International Journal of Physical Distribution and Logistics Management, 47(4), 263–296. https://doi.org/10.1108/IJPDLM-06-2016-0161

    37. Nielsen. (2022). Era of alignment.

    38. Ogonowski, A., Montandon, A., Botha, E., & Reyneke, M. (2014). Should new online stores invest in social presence elements? The effect of social presence on initial trust formation. Journal of Retailing and Consumer Services, 21(4), 482–491. https://doi.org/10.1016/j.jretconser.2014.03.004

    39. Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2017.01.050

    40. Philipp, B., & Grant, D. B. (2016). Does B2C online logistics service quality impact urban logistics? Logistique & Management, 23(2), 45–54. https://doi.org/10.1080/12507970.2015.11673823

    41. Place, J. La. (2020). New Gen Z data brings businesses a critical question: what’s your Plan Z? https://www.ey.com/en_us/news/2020/01/new-gen-z-data-brings-businesses-a-critical-question-whats-your-plan-z

    42. Poovenraj. (2020). 83% of Malaysia’s population to go digital by year-end | Business Today. https://www.businesstoday.com.my/2020/09/11/83-of-malaysias-population-to-go-digital-by-year-end/

    43. Rashid, R. M., Pitafi, A. H., Qureshi, M. A., & Sharma, A. (2022). Role of social commerce constructs and social presence as moderator on consumers’ buying intentions during COVID-19. Frontiers in Psychology, 13(February), 1–11. https://doi.org/10.3389/fpsyg.2022.772028

    44. Saura, I. G., Molina, M. E. R., & Francés, D. S. (2008). Logistic service quality and technology: A comparison between supplier–retailer and retailer–consumer relationships. International Review of Retail, Distribution and Consumer Research, 18(5), 495–510. https://doi.org/10.1080/09593960802573385

    45. Sembada, A. Y., & Koay, K. Y. (2019). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.09.028

    46. Shiau, W. L., & Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2012.07.030

    47. Shirazi, F., Adam, N. A., Shanmugam, M., & Schultz, C. D. (2021). The importance of trust for electronic commerce satisfaction: an entrepreneurial perspective. British Food Journal, 123(2), 789–802. https://doi.org/10.1108/BFJ-07-2020-0626

    48. Sorkun, M. F. (2019). Factors that impact the logistics service performance in online marketplaces. Journal of Yasar Univeristy, 14(54), 152–167.

    49. UOB’s Industry Insights. (2020). Industry perspective: Reformulating the home and personal care suplly chain. https://doi.org/10.1109/MWC.2018.8524885

    50. Wang, X., Wong, Y. D., Qi, G., & Yuen, K. F. (2021). Contactless channel for shopping and delivery in the context of social distancing in response to COVID-19 pandemic. Electronic Commerce Research and Applications, 101075. https://doi.org/10.1016/j.elerap.2021.101075

    51. Yang, X. (2021). Exchanging social support in social commerce: The role of peer relations. Computers in Human Behavior, 124(June), 106911. https://doi.org/10.1016/j.chb.2021.106911

    52. Yeon, J., Park, I., & Lee, D. (2019). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.05.009

    53. Zhao, K., Stylianou, A. C., & Zheng, Y. (2018). Sources and impacts of social influence from online anonymous user reviews. Information and Management. https://doi.org/10.1016/j.im.2017.03.006

    54. Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response ( S - O - R ) framework. Aslib Journal of Information Management, ahead-of-p(ahead-of-print). https://doi.org/10.1108/AJIM-11-2019-0308