Abstract:
Purpose: The current paper aims to explores the impact of consumers trusting
beliefs on the intention to continue making purchases through social commerce
Design/methodology/approach: The responses from the consumers were
collected through the online survey by distributing a questionnaire via Google
Form and received 600 responses. The collected responses were scrutinized and
discarded 23 responses due to the responses were not filled properly. However,
the study used the rest 577 samples for this research. This study uses purposive
sampling of people who are directed to have social media accounts and who have
made purchases via social interaction at least once with data taken from surveys.
Findings: This study proves that all trusting belief constructs are significantly
supported. This study furnishes an understanding of the potential role of trusting
beliefs in driving continuing purchases in the context of social commerce.
Practical implications: The outcome of the study proves that all trusting belief
constructs are significantly supported. This study furnishes an understanding of
the potential role of trusting beliefs in driving continuing purchases in the context
of social commerce. This study is very helpful to the e-marketers for framing
strategies.
Research limitations: The study is focused on assessing the consumers trusting
beliefs and intention to continue online purchases through social commerce in
Bangaluru city. The sample of this research is consumers who have engaged in
social commerce.
Originality value: The finding of this study contributes consumers trusting
beliefs and intention to continue online purchases through social commerce. The
study’s outcome is unique model for e-marketers to retain the customer’s base.
