Shopping on a Social Planet: The Mediating Role of Trust

Purpose -The purpose of this study is to investigate the factors that influence social commerce (s-commerce) shopping intention employing the Theory of Planned Behavior (TPB).The determinants such social influence, electronic word of mouth (eWOM), and trust on the intention, and social influence and eWOM on trust, as well as the role of trust as a mediator, are examined.Design/Methodology/Approach -This study makes use of a dataset containing 233 responses from an online survey, selected through non-probability sampling.The partial least squares structural equation modelling (PLS-SEM) with SmartPLS 4.0 was employed to analyze the data and confirm the hypotheses proposed.