Philippine E-Journals

Effects of Various Characteristics of Social Commerce on Filipino Consumer’s Trust and Trust Performance

Davies Christy Dioquino | Paul Adrian C. Leviste | Ramon George Atento

Discipline: Sociology

 

Abstract:

The study was conducted in Santo Tomas, Batangas, to investigate the impacts of various social commerce features on Filipino customers' trust and trust performance to better understand how firms can adapt to this emerging trend of commerce using quantitative methodologies and technologies. With the rising market for social media, social networks, and other social platforms comes the advent of social commerce, a combination of traditional and electronic commerce. The researchers used a questionnaire based on the conceptual study of Kim, S., and Park, H. to conduct a survey with 206 blindly selected respondents. (2013), with some input from the researcher's knowledge. The research highlighted the following essential variables: reputation, size, information quality, transaction safety, communication, economic feasibility, and word-of-mouth recommendations. According to the survey, respondents look at other consumers' evaluations and how many have purchased, reviewed, or watched the product. Having product information on the website also increases respondents' confidence and trust in the vendor and the product. Positive reviews, according to the respondents, also aid in the development of trust. According to the study's findings, in order to stay afloat in the rising industry of social commerce, one must emphasize consumers' requirements. A good or negative review might spell the difference between success and failure in the ever-expanding world of commerce.