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首页> 外文会议>International Conference on Entrepreneurship and Business Management >The Impact of the Number of Trusted Members on the Perceived Credibility of the Information on Social Commerce: The Mediating Roles of Cognitive Trust and Affective Trust
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The Impact of the Number of Trusted Members on the Perceived Credibility of the Information on Social Commerce: The Mediating Roles of Cognitive Trust and Affective Trust

机译：可信任成员人数对社会商务信息的信誉的影响：认知信托和情感信任的调解作用

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With the advancement of internet technology, the transaction conducted via social commerce has become a trend. However, the credibility of social commerce is in doubt due to many fraudulent cases and scams being discovered frequently. Therefore, this study would like to evaluate the impacts of the number of trusted members, cognitive trust and affective trust on the perceived credibility on the information given on social media sites among the social commerce users in Malaysia. A total of 405 actual samples were collected and analyzed in this study. This research has contributed to the theoretical context by concluding that the number of trusted members, cognitive trust and affective trust have direct, positive, and significant effects on the perceived credibility; while the number of trusted members has direct, positive, and significant effect on both the cognitive trust and affective trust. Besides, the study also concluded two mediating hypotheses in which the cognitive trust mediates the relationship between the number of trusted members and perceived credibility as well as the affective trust mediates the relationship between the number of trusted members and perceived credibility.
机译：随着互联网技术的进步，通过社会商业进行的交易已成为一种趋势。然而，由于许多欺诈性案件和常见的骗局，社会商务的可信度有疑问。因此，本研究希望评估可信赖成员，认知信任和情感信任对马来西亚社会商务用户社会商务用户社会媒体网站上信息的信誉的影响的影响。在本研究中收集并分析了405种实际样品。这项研究通过得出结论，认为，信任成员，认知信托和情感信任的数量对感知信誉有直接，积极和显着影响;虽然值得信赖的成员人数对认知信任和情感信任的直接，积极和显着影响。此外，该研究还得出了两次调解假设，其中认知信托在其中介导信任成员人数与感知信誉与情感信任之间的关系介导信任成员人数与认可信誉之间的关系。

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