The Effects of Social Support, Trust and Social Presence on Social Commerce Intention: A Meta-Analysis

With the development of technology, social media platforms have become widespread and they have become suitable for use by consumers for different purposes. One of these purposes is the opportunity to shop on social media. The volume of social commerce worldwide has reached an important level and its development continues. Hence, interest in researching consumer behavior has increased in social commerce literature. There have been many studies in the literature on the relationships of social support, social presence, trust and social trade intention. From this point of view, the purpose of this study is to synthesize previous studies examining the relationship among the variables of social support, social presence, trust and social commerce intention in the framework of a single model with the meta-analysis method. In this context, the findings of 36 studies are synthesized with the meta-analysis method. According to the findings of this synthesis, it is determined that the variables of informational support, emotional support, trust in the social commerce site, trust in the vendor on the social commerce site and social presence significantly affect social commerce intention. These findings may provide researchers who will conduct studies on this topic in the future with significant contributions in terms of analyzing the scope of the literature and shaping their studies. Additionally, marketing managers in the sector may utilize these meta-analysis findings in determination of their marketing strategies.

Sosyal Destek, Güven ve Sosyal Varlığın Sosyal Ticaret Niyetine Etkileri: Bir Meta Analiz

Teknolojinin gelişimiyle birlikte sosyal medya platformları yaygınlaşmaya başlamış ve tüketicilerin farklı amaçları için kullanımı uygun hale gelmiştir. bu amaçlardan biri de sosyal medya üzerinden alışveriş yapabilme imkanıdır. Dünya genelinde sosyal ticaretin hacmi önemli bir düzeye gelmiş ve gelişimi devam etmektedir. Dolayısıyla sosyal ticaret literatüründe tüketici davranışının araştırılmasına yönelik ilgi artmıştır. Literatürde sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti ilişkileri üzerine birçok çalışma yapılmıştır. Bu noktadan hareketle bu çalışmanın amacı, sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti değişkenleri arasındaki ilişkiyi tek bir model çerçevesinde inceleyen önceki çalışmaları meta-analiz yöntemi ile sentezlemektir. Bu bağlamda 36 çalışmanın bulguları meta-analiz yöntemi ile sentezlenmiştir. Bu sentezin bulgularına göre, bilgi desteği, duygusal destek, sosyal ticaret sitesine güven, sosyal ticaret sitesinde satıcıya güven ve sosyal varlık değişkenlerinin sosyal ticaret niyetini önemli ölçüde etkilediği belirlenmiştir. Bu bulgular, gelecekte bu konuda çalışmalar yapacak araştırmacılara, literatürün kapsamını analiz etme ve çalışmalarını şekillendirme açısından önemli katkılar sağlayabilir. Ayrıca sektördeki pazarlama yöneticileri, pazarlama stratejilerinin belirlenmesinde bu meta-analiz bulgularından yararlanabilirler

Kaynakça

Ada, S., Sharman, R., & Balkundi, P. (2012). Impact of meta-analytic decisions on the conclusions drawn on the business value of information technology. Decision Support Systems, 54(1), 521–533. https://doi.org/https://doi.org/10.1016/j.dss.2012.07.001

Al-Tit, A. A., Omri, A., & Hadj, T. B. (2020). The driving factors of the social commerce intention of Saudi Arabia‘s online communities. International Journal of Engineering Business Management, 12, 1847979019899746.

Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139–149. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.09.011

Alshibly, H. H. (2015). Customer perceived value in social commerce: An exploration of its antecedents and consequences. Journal of Management Research, 7(1), 17–37.

Ballantine, P. W., & Stephenson, R. J. (2011). Help me, I‘m fat! Social support in online weight loss networks. Journal of Consumer Behaviour, 10(6), 332–337. https://doi.org/10.1002/cb.374

Bianchi, C., Andrews, L., Wiese, M., & Fazal-E-Hasan, S. (2017). Consumer intentions to engage in scommerce: a cross-national study. Journal of Marketing Management, 33(5–6), 464–494.

Borenstein, M., Hedges, L. V, Higgins, J. P. T., & Rothstein, H. R. (2011). Introduction to meta-analysis. John Wiley & Sons.

Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875.

Chen, J., & Shen, X. L. (2015). Consumers‘ decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55–64.

Cheng, X., Gu, Y., & Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1–12.

Cheung, C. M. K., Chiu, P.-Y., & Lee, M. K. O. (2011). Online social networks: Why do students use facebook? Computers in Human Behavior, 27(4), 1337–1343.

Cobb, S. (1976). Social Support as a Moderator of Life Stress. Psychosomatic Medicine, 38(5), 300–314.

Coulson, N. S. (2005). Receiving social support online: an analysis of a computer-mediated support group for individuals living with irritable bowel syndrome. Cyberpsychology & Behavior, 8(6), 580–584.

Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust. Journal of Internet Commerce, 1–36.

Dirik, D., & Yeloğlu, H. O. (2020). Algılanan örgütsel politikanın ardılları üzerine ulusal yazın bağlamında bir meta-analiz çalışması. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(2), 475–492.

Eriksson, K., Kerem, K., & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International Journal of Bank Marketing, 23(2), 200–216.

Fan, J., Zhou, W., Yang, X., Li, B., & Xiang, Y. (2019). Impact of social support and presence on swift guanxi and trust in social commerce. Industrial Management & Data Systems, 119(9), 2033–2054. https://doi.org/10.1108/IMDS-05-2019-0293

Field, A. P., & Gillett, R. (2010). How to do a meta‐analysis. British Journal of Mathematical and Statistical Psychology, 63(3), 665–694.

Friedrich, T., Schlauderer, S., & Overhage, S. (2019). Some things are just better rich: how social commerce feature richness affects consumers‘ buying intention via social factors. Electronic Markets, 1–22.

Fu, S., Xu, Y., & Yan, Q. (2019). Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce: evidence from social commerce platforms in China. Journal of Strategic Marketing, 27(2), 100–118.

Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity (Vol. 99). Free press New York.

Gefen, D., & Straub, D. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7–24. https://doi.org/10.2979/esj.2003.2.2.7

Gefen, D., & Straub, D. W. (2004a). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407–424. https://doi.org/https://doi.org/10.1016/j.omega.2004.01.006

Gefen, D., & Straub, D. W. (2004b). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407–424. https://doi.org/https://doi.org/10.1016/j.omega.2004.01.006

Gibreel, O., AlOtaibi, D. A., & Altmann, J. (2018). Social commerce development in emerging markets. Electronic Commerce Research and Applications, 27, 152–162.

Gottlieb, B. H., & Bergen, A. E. (2010). Social support concepts and measures. Journal of Psychosomatic Research, 69(5), 511–520.

Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154.

Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27.

Hajli, N. (2015). Social commerce constructs and consumer‘s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2014.12.005

Hajli, N., Shanmugam, M., Powell, P., & Love, P. E. D. (2015a). A study on the continuance participation in on-line communities with social commerce perspective. Technological Forecasting and Social Change, 96, 232–241. https://doi.org/https://doi.org/10.1016/j.techfore.2015.03.014

Hajli, N., Shanmugam, M., Powell, P., & Love, P. E. D. (2015b). A study on the continuance participation in on-line communities with social commerce perspective. Technological Forecasting and Social Change, 96, 232–241. https://doi.org/https://doi.org/10.1016/j.techfore.2015.03.014

Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94, 350–358.

Hajli, N., Sims, J., Zadeh, A. H., & 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. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.10.004

Hamari, J., & Keronen, L. (2017). Why do people play games? A meta-analysis. International Journal of Information Management, 37(3), 125–141. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2017.01.006

Higgins, J. P. T., & Thompson, S. G. (2002). Quantifying heterogeneity in a meta‐analysis. Statistics in Medicine, 21(11), 1539–1558.

House, J. S. (1981). Work stress and social support.

Huang, G., Chen, Y., & Wong, I. (2020). Hotel guests‘ social commerce intention: the role of social support, social capital and social identification. International Journal of Contemporary Hospitality Management, 32(2), 706–729.

Huang, Z., & Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57–72.

Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers‘ trust in social media marketing environment. International Journal of Retail & Distribution Management.

Jones, M. A. (1999). Entertaining Shopping Experiences: An Exploratory Investigation. Journal of Retailing and Consumer Services, 6(3), 129–139. https://doi.org/https://doi.org/10.1016/S0969- 6989(98)00028-9

Khan, Z. M. H., & Shaw, N. (2019). Adding ‗Social‘to Commerce to Influence Purchasing Behaviour. International Conference on Human-Computer Interaction, 257–273.

Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance. Journal of Marketing, 69(2), 24–41. https://doi.org/10.1509/jmkg.69.2.24.60761

Lal, P. (2017). Analyzing determinants influencing an individual׳ s intention to use social commerce website. Future Business Journal, 3(1), 70–85.

Lauterbach, D., Truong, H., Shah, T., & Adamic, L. (2009). Surfing a Web of Trust: Reputation and Reciprocity on CouchSurfing.com. 2009 International Conference on Computational Science and Engineering, 4, 346–353. https://doi.org/10.1109/CSE.2009.345

Lee, C.-H., & Chen, C.-W. (2020). An Empirical Study of Social Commerce Intention: An Example of China. Information, 11(2), 99.

Leong, L.-Y., Hew, T.-S., Ooi, K.-B., & Chong, A. Y.-L. (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.

Leung, W. K. S., Shi, S., & Chow, W. S. (2019). Impacts of user interactions on trust development in C2C social commerce. Internet Research, 30(1), 335–356. https://doi.org/10.1108/INTR-09-2018-0413

Li, C.-Y. (2019). How social commerce constructs influence customers‘ social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change, 144, 282–294. https://doi.org/https://doi.org/10.1016/j.techfore.2017.11.026

Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90.

Liang, T.-P., & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16(2), 5–14. https://doi.org/10.2753/JEC1086-4415160201

Lin, J., Li, L., Yan, Y., & Turel, O. (2018). Understanding Chinese consumer engagement in social commerce. Internet Research.

Lin, T.-C., Hsu, J. S.-C., Cheng, H.-L., & Chiu, C.-M. (2015). Exploring the relationship between receiving and offering online social support: A dual social support model. Information & Management, 52(3), 371–383. https://doi.org/https://doi.org/10.1016/j.im.2015.01.003

Lin, T.-C., Hsu, J. S.-C., Cheng, H.-L., & Chiu, C.-M. (2012). Exploring Individuals‘ Loyalty To Online Support Groups From the Perspective Of Social Support. PACIS 2012 Proceedings, 103. https://doi.org/https://aisel.aisnet.org/pacis2012/103

Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers‘ purchase intention in social commerce. Asia Pacific Journal of Marketing and Logistics.

Liu, Y., Su, X., Du, X., & Cui, F. (2019). How Social Support Motivates Trust and Purchase Intentions in Mobile Social Commerce. Revista Brasileira de Gestão de Negócios, 21(4), 839–860.

Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/https://doi.org/10.1016/j.chb.2015.11.057

Lu, B., Zeng, Q., & Fan, W. (2016). Examining macro-sources of institution-based trust in social commerce marketplaces: An empirical study. Electronic Commerce Research and Applications, 20, 116–131.

Luhmann, N. (1979). Trust. In Trust and Power. Wiley.

Madjar, N. (2008). Emotional and informational support from different sources and employee creativity. Journal of Occupational and Organizational Psychology, 81(1), 83–100.

Maia, C. R., Lunardi, G. L., Dolci, D., & D‘Avila, L. C. (2019). Competitive price and trust as determinants of purchase intention in social commerce. BAR-Brazilian Administration Review, 16(4).

Makmor, N., Alam, S. S., & Aziz, N. A. (2018). Social support, trust and purchase intention in social commerce era. Int. J. Supply Chain Manag, 7(5), 572–581.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.

Morris, S. B. (2007). Book Review: Hunter, J. E., & Schmidt, F. L. (2004). Methods of Meta-Analysis: Correcting Error and Bias in Research Findings (2nd ed.). Thousand Oaks, CA: Sage. Organizational Research Methods, 11(1), 184–187. https://doi.org/10.1177/1094428106295494

Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the ―Like‖ Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(6), 105–120. https://doi.org/10.1509/jm.11.0105

Obst, P., & Stafurik, J. (2010). Online we are all able bodied: Online psychological sense of community and social support found through membership of disability‐specific websites promotes well‐being for people living with a physical disability. Journal of Community & Applied Social Psychology, 20(6), 525–531.

Ommen, O., Janssen, C., Neugebauer, E., Bouillon, B., Rehm, K., Rangger, C., Erli, H. J., & Pfaff, H. (2008). Trust, social support and patient type—Associations between patients perceived trust, supportive communication and patients preferences in regard to paternalism, clarification and participation of severely injured patients. Patient Education and Counseling, 73(2), 196–204. https://doi.org/https://doi.org/10.1016/j.pec.2008.03.016

Park, H., & Cameron, G. T. (2014). Keeping It Real: Exploring the Roles of Conversational Human Voice and Source Credibility in Crisis Communication via Blogs. Journalism & Mass Communication Quarterly, 91(3), 487–507. https://doi.org/10.1177/1077699014538827

Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyberpsychology & Behavior, 12(6), 729–733.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.

Pratama, M. O., Meiyanti, R., Noprisson, H., Ramadhan, A., & Hidayanto, A. N. (2017). Influencing factors of consumer purchase intention based on social commerce paradigm. 2017 International Conference on Advanced Computer Science and Information Systems (ICACSIS), 73–80.

Rosenthal, R. (1991). Meta-analytic procedures for social research (Rev. ed). SAGE Publications.

Sarkar, S., Chauhan, S., & Khare, A. (2020). A meta-analysis of antecedents and consequences of trust in mobile commerce. International Journal of Information Management, 50, 286–301. Schaefer, C., Coyne, J. C., & Lazarus, R. S. (1981). The health-related functions of social support. Journal of Behavioral Medicine, 4(4), 381–406.

Schmidt, F. L., & Hunter, J. E. (2015). Methods of Meta-Analysis: Correcting Error and Bias in Research Findings (Third Edit). https://doi.org/10.4135/9781483398105

Sensuse, D. I., Pratama, A. A., Satria, D., Noprisson, H., & Ramadhan, A. (2017). Investigating factors of purchase intention based on social commerce, trust and follower in social media. 2017 International Conference on Information Technology Systems and Innovation (ICITSI), 315–319. https://doi.org/10.1109/ICITSI.2017.8267963

Shanmugam, M., Sun, S., Amidi, A., Khani, F., & Khani, F. (2016). The applications of social commerce constructs. International Journal of Information Management, 36(3), 425–432.

Sharma, S., Menard, P., & Mutchler, L. A. (2019). Who to trust? Applying trust to social commerce. Journal of Computer Information Systems, 59(1), 32–42.

Sheikh, Z., Islam, T., Rana, S., Hameed, Z., & Saeed, U. (2017). Acceptance of social commerce framework in Saudi Arabia. Telematics and Informatics, 34(8), 1693–1708.

Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology & People.

Shekhar, R., & Jaidev, U. P. (2020). Antecedents of online purchase intention in the context of social commerce. International Journal of Applied Management Science, 12(1), 68–95.

Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198.

Soleimani, M. (2019). The effect of social media quality and social presence on intention towards social commerce with the emphasis on educational services. Journal of Research and Health, 9(5), 454–462.

Tsai, Y.-H., Joe, S.-W., Lin, C.-P., Wang, R.-T., & Chang, Y.-H. (2012). Modeling the relationship between IT-mediated social capital and social support: Key mediating mechanisms of sense of group. Technological Forecasting and Social Change, 79(9), 1592–1604. https://doi.org/https://doi.org/10.1016/j.techfore.2012.05.013

Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(1), 105– 127. https://doi.org/10.17705/1cais.03105

Wang, Yanbo, Min, Q., & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. In Computers in Human Behavior (Vol. 56, pp. 34–44). Elsevier Ltd. https://doi.org/10.1016/j.chb.2015.11.011

Wang, Yichuan, & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44, 164–177.

Wu, J.-J., Chen, Y.-H., & Chung, Y.-S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9–10), 1025–1032.

Xie, B. (2008). Multimodal computer-mediated communication and social support among older Chinese internet users. Journal of Computer-Mediated Communication, 13(3), 728–750.

Yahia, I. Ben, Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11–19.

Yakimova, R., Owens, M., & Sydow, J. (2019). Formal control influence on franchisee trust and brand- supportive behavior within franchise networks. Industrial Marketing Management, 76, 123–135. https://doi.org/https://doi.org/10.1016/j.indmarman.2018.07.010

Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers‘ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119–129.

Yeon, J., Park, I., & Lee, D. (2019). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services, 50, 138–144.

Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? the impact of technological environments and virtual customer experiences. Information and Management, 51(8), 1017–1030. https://doi.org/10.1016/j.im.2014.07.005

Zhao, J.-D., Huang, J.-S., & Su, S. (2019). The effects of trust on consumers‘ continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 50, 42–49.

Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342–350. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2017.08.006

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

Kaynak Göster