Fatemeh Taheri and Mehrnaz Alaaeddin shourmasti
Abstract: Considering the increasing rate of internet users in our country, the footing for the utilization of the phenomenon called Social commerce via online trades has emerged. Concerning this fact, it is necessary for active organizations in virtual space to attract more customers in the most appropriate way through online channels. Having this in mind that the most important quality of social commerce is making use of online social investments; the concept of customer’s trust is of grand importance. Nowadays the expanding access to internet has caused to more emphasis on this issue. This research aims at studying the Effects of various characteristics of social commerce on consumers’ trust and trust performance. The model which is used in this study has been adopted from that of Kim and Park’s in which every variable indicates a key characteristic of social commerce. Since social commerce in our country is a brand new topic, more inquiry must be done in this field.
Keywords: social commerce, trust, trust performance
Volume 3, Issue 1, 2016