Como o suporte social motiva a confiança e as intenções de compra no comércio social móvel

• Autores: Yong Liu, Fu Cui, Xiaowei Su, Xiaojing Du
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 4, 2019, págs. 839-860
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i5.4025
• Títulos paralelos:
  • How Social Support Motivates Trust and Purchase Intentions in Mobile Social Commerce
• Enlaces
  • Texto completo  1    2  
• Resumen
  • português

    Objetivo – Este estudo se refere às teorias de suporte social e confiança para explorar que tipo de fatores afetam a intenção dos usuários de adotar o comércio social móvel (CSM).

    Metodologia – Um total de 207 indivíduos que já haviam experimentado ou conhecido o CSM foram identificados, e mínimos quadrados parciais foram realizados para analisar a medição e os modelos estruturais.

    Resultados – Os resultados indicaram que as intenções de compra no CSM são afetadas significativamente por quatro outros fatores (suporte social, utilidade percebida, normas subjetivas e confiança) e a confiança, por sua vez, é afetada por três fatores (suporte social, utilidade percebida e normas subjetivas).

    Contribuições – Primeiro, este estudo examina o mecanismo de formação de confiança e ações no contexto do CSM. Segundo, contribui confirmando o importante papel dos fatores sociais no contexto do CSM. Terceiro, o estudo expande a teoria do suporte social. Por fim, nossa pesquisa fornece evidências empíricas para as empresas que adotaram o CSM para apoiar sua estratégia e programas de marketing.

  • English

    Purpose – This study refers to the social support and trust theories to explore what kind of factors affect the users’ intention to adopt MSC.

    Design/methodology/approach – A total of 207 subjects who had previously experienced or known about MSC were identified and partial least squares were performed to analyse the measurement and structural models.

    Findings – The results indicated that MSC purchase intentions are affected significantly by four other factors (social support, perceived usefulness, subjective norm, and trust) and trust, in turn, is affected by three factors (social support, perceived usefulness, and subjective norms).

    Originality/value – First, this study examines the mechanism of trust formation and actions in the MSC context. Second, this study contributes by confirming the important role of social factors in the MSC context. Third, the study expands the social support theory. Finally, our research provides empirical evidence for enterprises that have adopted MSC to support their marketing strategy and programmes.

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