Developing a model for trust in the social commerce by investigating the impact of the quality of social websites in the tourism industry

Document Type : Research Paper

Authors

1 Assistance Professor of Management Department, Hazrate Masoumeh University (HMU), Qom, Iran

2 MSc. Business Management of Hazrat-e- Masoumeh University, Qom, Iran

Abstract

With the improvement of technology and the need for promptitude in communication and transactions, social commerce has been taken into consideration in this regard. Social trust has particular importance for maintaining more and more customers in online spaces. The purpose of the present research is to present a social trust model by examining the impact of social websites quality. The research is practical in terms of purpose and descriptive-correlation in terms of method. The statistical population includes the social network users who have bought social tourism websites. They were selected by a non-random sampling method. The results of the structural equation modeling method show that the dimensions of the social websites quality such as information quality, communication, virtual communities, and customization of tourism services have a positive and significant effect on social presence. Also, all the dimensions of social websites quality except communication and virtual communities with social presence have positive and significant effects on the perceived enjoyment. Social presence and perceived enjoyment have positive effects on the perceived usefulness. Finally, the relationship between perceived usefulness and social trust is positive. 

Keywords

References

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Journal of Business Administration Researches
Volume 11, Issue 22
February 2020
Pages 25-54

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