PAAKAT: Revista de Tecnología y Sociedad

La información y facilidad de uso del comercio social: antecedente de la confianza para la intención de compra

Jose-Melchor Medina-Quintero

Resumen


El comercio social es la evolución natural del comercio electrónico y algunos estudios se han enfocado en investigar los factores involucrados con esta herramienta del consumidor para decidir sus compras en Internet, para ello, el objetivo de esta investigación es determinar la influencia de la información y la facilidad de uso del comercio social en la confianza de los consumidores como un antecedente en su intención de compra por Internet. Para alcanzar la meta, el método propuesto consiste en la aplicación de un cuestionario a 182 consumidores del comercio social en el noreste de México y para el análisis inferencial se cuenta con la herramienta estadística de segunda generación SmartPLS v4. Los resultados principales muestran que la confianza es determinante para la intención de compra, y a su vez, la calidad de la información es el principal antecesor para que los consumidores cuenten con la confianza para realizar sus compras en el comercio social.


Palabras clave


Redes sociales; comercio electrónico; compras en línea; uso de la tecnología

Texto completo:

PDF

Referencias


Ben-Yahia, I., Al-Neamab, N. y Kerbach, L. (2018). Investigating the drivers for social commerce in social media platforms: importance of trust, social support and theplatform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19. https://doi.org/10.1016/j.jretconser.2017.10.021

Beyari, H. y Abareshi, A. (2019). The interaction of trust and social influence factors in the social commerce environment. In: Saeed, F., Gazem, N., Mohammed, F., Busalim, A. (eds) Recent trends in data science and soft computing. IRICT 2018. Advances in Intelligent Systems and Computing, vol 843. Springer, Cham. https://doi.org/10.1007/978-3-319-99007-1_86

Bhattacharyyaa, S. y Bose, I. (2020). S-commerce: Influence of Facebook likes on purchases and recommendations on a linked e-commerce site. Decision Support Systems, 138, 113383. https://doi.org/10.1016/j.dss.2020.113383

Brusch, I. y Rappel, N. (2020). Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention. Journal of Retailing and Consumer Services, 54, 101936. https://doi.org/10.1016/j.jretconser.2019.101936

Bugshan, H. y Attar, R. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting & Social Change, 153, 119875. https://doi.org/10.1016/j.techfore.2019.119875

Casaló, L., Flavián, C., Guinalíu, M. y Ekinci, Y. (2015). Avoiding the dark side of positive online consumer reviews: Enhancing reviews’ usefulness for high risk-averse travelers. Journal of Business Research, 68(9), 1829–1835. https://doi.org/10.1016/j.jbusres.2015.01.010

Chen, S. y Dhillon, G. (2003). Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4(2), 303–318. https://doi.org/10.1023/A:1022962631249

Chen, A., Lu, Y. y Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37, 627–638. http://dx.doi.org/10.1016/j.ijinfomgt.2017.05.001

Chena, Y., Lua, Y., Wangb, B. y Pana, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56, 236–248. https://doi.org/10.1016/j.im.2018.09.002

Cheng, X., Gu, Y. y Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1-12. https://doi.org/10.1016/j.ijinfomgt.2018.10.014

Cheung, M., Sia, C.L. y Kuan, K. (2012). Is this review believable? A study of factors affecting the credibility of online consumer reviews from an ELM perspective. Journal of the Association of Information Systems, 13 (8), 618–635. https://doi.org/10.17705/1jais.00305

Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008

Fu, J., Lua, I., Chenb, J. y Farn, C. (2020). Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, 102189. https://doi.org/10.1016/j.ijinfomgt.2020.102189

Ghahtarani, A., Sheikhmohammady, M. y Rostami, M. (2020). The impact of social capital and social interaction on customers’purchase intention, considering knowledge sharing in socialcommerce context. Journal of Innovation & Knowledge, 5, 190–198. https://doi.org/10.1016/j.jik.2019.08.004

Hair, J., Hult, T., Ringle, C., Sarstedt, M., Castillo, J., Cepeda, G. y Roldán, J. (2019). Manual de Partial Least Squares Structral Equation Modeling (PLS-SEM). España: SAGE Publishing

Hajli, N., Sims, J., Zadeh, A. y Richard, M.O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. http://dx.doi.org/10.1016/j.jbusres.2016.10.004

Hansen, J.M., Saridakis, G. y Benson, V. (2018). Risk, trust, and the interaction of perceived ease of use and behavioralcontrol in predicting consumers’ use of social media for transactions. Computers in Human Behavior, 80, 197-206. https://doi.org/10.1016/j.chb.2017.11.010

Hendrikx, F., Bubendorfer, K. y Chard, R. (2015). Reputation systems: A survey and taxonomy. Journal of Parallel and Distributed Computing, 75, 184 – 197. https://doi.org/10.1016/j.jpdc.2014.08.004

Hu, X., Chen, X. y Davison, R. (2019). Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905

Huang, Z. y Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58. http://dx.doi.org/10.1016/j.elerap.2017.08.003

Hyun, H., Thavisay, T. y Lee, S. (2022). Enhancing the role of flow experience in social media usage and its impact on shopping. Journal of Retailing and Consumer Services, 65, 102492. https://doi.org/10.1016/j.jretconser.2021.102492

Ibrahim, B. y Aljarah, A. (2018). Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus. Data in Brief, 21, 1823–1828. https://doi.org/10.1016/j.dib.2018.11.024

Jianga, C., Rashida, R. y Wanga, J. (2019). Investigating the role of social presence dimensions and information support on consumers’trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263–270. https://doi.org/10.1016/j.jretconser.2019.06.007

Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y. y Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Data Science and Management, 1(1), 13–22. https://doi.org/10.1016/j.dsm.2021.02.004

Lal, P. (2017). Analyzing determinants influencing an individual's intention to use social commerce website. Future Business Journal, 3, 70–85. http://dx.doi.org/10.1016/j.fbj.2017.02.001

Lee, K., Lee, B. y Oh, W. (2015). Thumbs up, sales up? The contingent effect of Facebook likes on sales performance in social commerce. Journal of Management Information Systems, 32, 109–143. https://doi.org/10.1080/07421222.2015.1138372

Leong, L.Y., Jaafar, N.I. y Ainin, S. (2018). The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce. Computers in Human Behavior, 78, 160e173. https://doi.org/10.1016/j.chb.2017.09.033

Leong, L., Hew, T., Ooi, K. y Chong, A. (2020). Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach. Journal of Business Research, 110, 24–40. https://doi.org/10.1016/j.jbusres.2019.11.056

Liang, T., Ho,Y., Li, Y. y Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90. https://doi.org/10.2753/JEC1086-4415160204

Lipowski, M. y Bondos I. (2018). The influence of perceived media richness of marketing channels on online channel usage: intergenerational differences. Baltic Journal of Management, 13(2),169–90. https://doi.org/10.1108/BJM-04-2017-0127

Liu, W., Sidhu, A., Beacom, A. y Valente, T. (2017). Social Network Theory. En: Rössler, P. (Editor). The International Encyclopedia of Media Effects. JohnWiley & Sons, Inc. https://doi.org/10.1002/9781118783764.wbieme0092

Maria, E. y Finotto, V. (2008). Communities of consumption and made in Italy. Industry and Innovation, 15(2), 179–197. https://doi.org/10.1080/13662710801954583

Mao, Z., Jones, M., Li, M., Wei, W. y Lyu, J. (2020). Sleeping in a stranger’s home: a trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42, 67–76. https://doi.org/10.1016/j.jhtm.2019.11.012

Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300

McCroskey, L., McCroskey, J. y Richmond, V. (2006). Analysis and improvement of the measurement of interpersonal attraction and homophily. Communication Quarterly, 54(1), 1–31

PowerReviews (2018). The Ever-Growing Power of Reviews. https://www.powerreviews.com/blog/the-ever-growing-power-of-reviews/

Ringle, C., Wende, S. y Becker, J. (2022). SmartPLS 4. Boenningstedt: SmartPLS GmbH. Retrieved from https://www.smartpls.com

Ringle, M., Sarstedt, M., Sinkovics, N. y Sinkovics, R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, online March 21, 109074

Ryu, S. y Park, J. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55, 102094. https://doi.org/10.1016/j.jretconser.2020.102094

Sembada, A. y Koay, K.Y. (2021). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research, 130, 574–582. https://doi.org/10.1016/j.jbusres.2019.09.028

Statista Research Department (2022). México: número de usuarios de redes sociales 2017-2025. https://es.statista.com/estadisticas/1141228/numero-de-usuarios-de-redes-sociales-mexico/

Tang, Q., Liu, F., Liu, S. y Ma, Y. (2019). Consumers’ redemption behavior of recommended mobile coupons in social network sites. Management Decision, 57(9), 2477–2500. https://doi.org/10.1108/MD-03-2017-0234

Van Nguyen, T., Zhou, L., Chong, A., Li, B. y Pu, X. (2020). Predicting customer demand for remanufactured products: A data-mining approach. European Journal of Operational Research, 281(3), 543–558. https://doi.org/10.1016/j.ejor.2019.08.015

Wang, Y. y Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44, 164–177. https://doi.org/10.1016/j.ijinfomgt.2018.10.016

Zhao, Y., Wang, L., Tang, H. y Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social ecommerce. Electronic Commerce Research and Applications, 41, 100980. https://doi.org/10.1016/j.elerap.2020.100980




Bookmark and Share


PAAKAT: Revista de Tecnología y Sociedad, año 14, número 26, marzo - agosto de 2024, es una publicación electrónica semestral editada por la Universidad de Guadalajara, a través de la Coordinación de Recursos Informativos del Sistema de Universidad Virtual. Av. La Paz 2453, Col. Arcos Sur, CP 44140, Guadalajara, Jalisco, México. Tels. 33 32 68 88 88 y 33 31 34 22 22, ext. 18775. Dirección electrónica: http://www.udgvirtual.udg.mx/paakat/index.php/paakat. Correo electrónico: paakat@udgvirtual.udg.mx. Editor responsable: Dr. Lázaro Marcos Chávez Aceves. Número de Reserva de Derechos al Uso Exclusivo del Título de la versión electrónica: 04-2011-111117155600-203, e-ISSN: 2007-3607, otorgados por el Instituto Nacional del Derecho de Autor. Responsable de la última actualización de este número: Sistema de Universidad Virtual, José Antonio Amaro López. Fecha de la última modificación: 29 de febrero de 2024.

Las opiniones expresadas por los autores no necesariamente reflejan la postura del editor de la publicación.

 

 

 

 

 

 



Esta obra está bajo Licencia Creative Commons Atribución-NoComercial 4.0 Internacional.