Title: Antecedents of trust and purchase intention in social commerce in Brazil

Authors: Natália Munari Pagan; Karina Munari Pagan; Janaina de Moura Engracia Giraldi; Edgard Monforte Merlo

Addresses: School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo, Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo, Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo, Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo, Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil

Abstract: This article sought to create a theoretical model for trust and its antecedents, and purchase intention on social commerce websites in Brazil. The antecedents investigated were privacy, safety, proximity, familiarity, and habit of using the website. For this, we collected data from 350 Brazilian participants who use Facebook for purchases. Privacy, safety, familiarity, and the habit of using the website positively influence trust in the Brazilian social commerce website, while proximity does not have a positive influence on it. Trust was positively influenced by the purchase intention. International and Brazilian website administrators who wish to enter the Brazilian market can use the results of this paper to win consumer trust regarding their websites and thereby sell their products and/or services.

Keywords: social commerce; e-commerce; social media; trust; antecedents of trust; purchase intention; internet; SEM; marketing research; Web 2.0; Brazil.

DOI: 10.1504/IJIMA.2022.126710

International Journal of Internet Marketing and Advertising, 2022 Vol.17 No.3/4, pp.271 - 298

Received: 19 Sep 2020
Accepted: 21 Apr 2021
Published online: 03 Nov 2022 *

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