The Determinants of Trust and its Influence on Online Buying Intention: An Empirical Study on Social Commerce in Jordan

Abstract

This study empirically examined factors influencing online buying intention amongst Jordanians while considering the mediating role of online trust in social commerce. With Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) as underpinning theories, the research investigates the antecedents of consumer perceived trust. The instrument used in obtaining data from the customers was questionnaires, and it yielded 314 valid responses which were analyzed using PLS-SEM. A positive impact of interaction with sellers, emotional social support, informational social support, E-WOM on online purchasing intention and online purchasing trust were found. Meanwhile, a negative impact of informational social support on online trust was found. Online trust was found to mediate the relationship between interaction with sellers, emotional social support, informational social support, E-WOM and online shopping intention. Focusing on online trust will gain the trust of consumers in social commerce, which will motivate online shopping intention.