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Factors influencing customer’s trust when purchasing on facebook social network
Tóm tắt
Trust is the key element for the success of trading on Facebook, therefore, finding the factors influencing trust of customers is necessary. The research inherited four factors from the research model of Nor, Nazarie, and Yusoff (2013): (1) Trust Propensity, (2) Testimonials, (3) Experience in Online Purchasing, (4) Financial Perceived Risk and based on the interview, the study developed two more factors: (5) Product Perceived Risk and (6) Time Perceived Risk. After surveying 200 customers, the research shows that Trust Propensity affects the most positively to Online Trust and Financial Perceived Risk affects negatively to Online Trust. The study implicates to help management build their customers’ trust as well as offers a particular reality in an e-commerce research field.
Từ khóa: Trust, trust propensity, testimonials, risk
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