Understanding Trust Drivers of S-commerce.

Trust has emerged as a pillar in the acceptance and use of new technologies in the ever-changing digital landscape, notably in the booming field of social commerce. The importance of this study lies in the fact that it explores in-depth the aspects of customer trust in Instashopping using new constructs that have yet to be explored in s-commerce literature. Focusing on Instashopping, the research proposed a multi-dimensional model of trust to examine the dynamics of user trust in social commerce platforms and analyses the effects of various factors, including institution-based trust, disposition to trust, personal inventiveness, perceived page quality, and overall web experience. Structural equation modelling and confirmatory factor analysis were used to examine data from 267 responses in a survey of university students in the United Arab Emirates who have used Instagram for shopping. The analysis showed that user trust and trusting beliefs were significantly influenced by the disposition to trust, institution-based trust, and general web experience. Still, no significant association was found between perceived site quality and trusting beliefs. These findings highlight the crucial part that user trust plays in social commerce platform success and how important it is for online platforms to build and maintain user trust. The work also contributes theoretically to the knowledge body by comprehensively analysing trust dynamics in social commerce. In practice, the knowledge gained can help organisations plan their strategy for gaining and keeping client trust, which is essential for long-term success in the digital arena. To ensure long-term success, organisations must emphasise building and maintaining customer trust.

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© 2023 The Author(s).

Déclaration de conflit d'intérêts

The authors declare the following financial interests/personal relationships which may be considered as potential competing interests: \Mousa Al-kfairy reports financial support was provided by 10.13039/501100008675Zayed University. Mousa Al-kfairy reports financial support was provided by 10.13039/501100008675Zayed University.