A new perspective of e-trust in the era of social media: Insights from customer satisfaction data
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1. E-Trust in social media ...
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Affiliation
Nottingham Trent UniversityUniversity of Portsmouth
Global University Systems, 30 Holborn, London
University of Derby
Unidavi, Rio do Sul 89160-932 Brazil
Issue Date
2020-05-20
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In this era of social media, products and services are sold globally using a few simple clicks online. In such online purchases, trust and familiarity are considered two important driving forces of consumer decision making. While online sales advocate high levels of flexibility and choices for consumers, they also hold the online service provider responsible for ensuring the security of the online user’s data. Using a Structural Equation Model (SEM) with data collected from the online service industry, we test the direct effects of ‘social media-induced purchase intention’ on customer satisfaction. We also test the mediating role of e-commerce/online sales (e-advertisement, e-safety and e-information) on customer satisfaction. In addition to social media advertising and information sharing, we find that a new factor – ‘e-safety’ – mediates the relationship between customer purchase intention and customer satisfaction. Our analysis indicates that online e-trust can be established between the customer and the service company when online purchases are made. At the same time, the quality of online information and e-safety of online payments make the service company trustworthy for future purchases. We relate data analysis directly to managerial decision making to avoid any delay in online customer services in the era of social media.Citation
Ramanathan, U., Williams, N.L., Zhang, M., Sa-nguanjin, P., Garza-Reyes, J.A., Borges, L.A. (2020). 'A new perspective of e-trust in the era of social media: Insights from customer satisfac-tion data'. IEEE Transactions on Engineering Management, pp. 1-25.Publisher
IEEEJournal
IEEE Transactions on Engineering ManagementDOI
10.1109/TEM.2020.2985379Additional Links
https://ieeexplore.ieee.org/xpl/RecentIssue.jsp?punumber=17https://ieeexplore.ieee.org/document/9097300
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ArticleLanguage
enISSN
0018-9391ae974a485f413a2113503eed53cd6c53
10.1109/TEM.2020.2985379
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