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EXPLORE BUFFERING EFFECTS OF SOCIAL MEDIA INTERACTIVITY AND PERCEIVED INFORMATION CREDIBILITY ON A USER’S PERCEIVED PAST NEGATIVE EXPERIENCES
EXPLORE BUFFERING EFFECTS OF SOCIAL MEDIA INTERACTIVITY AND PERCEIVED INFORMATION CREDIBILITY ON A USER’S PERCEIVED PAST NEGATIVE EXPERIENCES
Ying-Chieh Yang*
Economics and Management College, Zhaoqing University, China
*Corresponding Author Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
I-Hua Lin
Department of Hospitality Management, Taiwan Shoufu University, Taiwan
This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
The purpose of this study is not only to examine the role of a user’s perceived past negative experience in trust in social commerce, but is also to probe the moderating effects of social media interactivity and perceived information credibility on the relationship between a user’s perceived past negative experience (PPNE) and trust in social commerce (SC). 349 valid samples are collected from the target population in Taiwan and analyzed data by AMOS 22 and SPSS PROCESS to examine a conceptual model and four hypotheses. Of the four hypotheses, H2 and H3 are supported, even though H1 and H4 are partially supported. The findings not only confirm the psychological perception and effects of a user’s PPNE on trust in SC, but also identify social media interactivity and perceive information credibility as the moderating roles in a user’s PPNE – trust in SC chain. Besides the need for empirical confirmation of the hypotheses given, finally, there are several practical implications for social marketers and future research directions for scholars.
Key Words: Social media interactivity, perceived information credibility, a user’s perceived past negative experiences, psychological perception, trust in social commerce.
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