Social networking services and social trust in social commerce: A PLS-SEM approach

This study researches the mediating consequence of social trust (identification-based trust and information-based trust) on the relationship between social networking services (SNS) use and social commerce intention. The study also explores whether and how gender differences impact the use of SNS on endogenous constructs. The proposed research model is empirically examined using a sample of 170 consumers who have had a prior online shopping experience. The statistical analysis employs partial least squares structural equation modelling (PLS-SEM) methods such as PLS algorithm, model assessments, PLS predict, PLS goodness-of-fit, invariance assessment and multi-group analysis, and importance-performance map analysis. The study provides empirical insights into the effects of SNS on social trust towards s-commerce intention. Also, men and woman consumers are found to exhibit different emphases in using SNS to trust the s-commerce.