The antecedents of trust in social commerce (Review)

Social commerce is a new phenomenon of e-commerce that utilizes social medial platforms and applications to conduct e-commerce activities. Uncertainty and high level of risk are the main characteristics of online environment. Trust is always a critical issue influencing people's adoption of e-commerce environment. Most studies focused on trust in e-commerce, but there are a limited number of works on the topic of social commerce. In this paper, we reviewed the literature to investigate the antecedents of trust in s-commerce. The Eleven factors were extracted from the literature that are related to the adoption process: Social presence of web, perception of others, interaction with sellers, emotional social support, informational support, positive reviews, word of mouth, affective influence, brand influence, advertising value, and viral reach prospects. A proposed framework is depicted at the end for future testing.