@article{Liyu_Lye_2024, title={The Mediating Role of Trust in Understanding Factors Influencing Chinese Consumers’ Continuous Intention to Use Social Commerce}, volume={8}, url={http://dx.doi.org/10.22161/ijebm.8.4.2}, DOI={10.22161/ijebm.8.4.2}, abstractNote={<jats:p>Social commerce, which integrates social media with online marketplaces, is highlighted as a rising trend in the study. Customers can now shop online while interacting with one another via social media and user-generated content. By investigating what keeps Chinese customers interested in social commerce, this study hopes to close a knowledge gap. Among the relevant theories examined in the literature study are TAM and TPB. In order to get a comprehensive understanding of the determinants that influence users’ continuous intention to use social commerce platforms, this study intends to generate prior research on social commerce, technology adoption, and trust. This research shows how important it is to learn more about how Chinese consumers’ unique cultural, social, and economic backgrounds impact their social commerce attitudes and behaviors. Perceived usefulness, perceived ease of use, and perceived enjoyment are the three determinants this research finds to have the most impact on Chinese consumers’ long-term intentions to use social commerce. Furthermore, the research seeks to investigate the mediating effect of trust in these relationships. The study technique utilizes a quantitative approach by using questionnaires to obtain data from a sample of Chinese customers who actively participate in social commerce. The research expects to discover favorable relationships between perceived usefulness, perceived ease of use, perceived enjoyment, and the continuous intention to use social commerce. Additionally, the findings of this research will provide valuable insights for both academic understanding and practical applications for firms seeking to improve user engagement and loyalty in the Chinese social commerce sector.

</jats:p>}, number={4}, journal={International Journal of Engineering, Business and Management}, publisher={AI Publications}, author={Liyu, Wang and Lye, Ooi Chin}, year={2024}, pages={5–12} }