Intention to purchase on social commerce websites across cultures: A cross-regional study
Trust in one's close social network community is transferable to trust in other firms in the community. Extend the trust transference theory by incorporating the moderating role of culture. Culture plays a moderating role in predicting purchase intentions in the social commerce context. Trust in a social network community mediates the relationship between social interactions and intention to purchase. The mediating role of trust in a social network community is conditional on culture.
social commerce trust transference social interactions cross-cultural study social network site subgroup analysis