Purpose-This study refers to the social support and trust theories to explore what kind of factors affect the users' intention to adopt MSC. Design/methodology/approach-A total of 207 subjects who had previously experienced or known about MSC were identified and partial least squares were performed to analyse the measurement and structural models. Findings-The results indicated that MSC purchase intentions are affected significantly by four other factors (social support, perceived usefulness, subjective norm, and trust) and trust, in turn, is affected by three factors (social support, perceived usefulness, and subjective norms). Originality/value-First, this study examines the mechanism of trust formation and actions in the MSC context. Second, this study contributes by confirming the important role of social factors in the MSC context. Third, the study expands the social support theory. Finally, our research provides empirical evidence for enterprises that have adopted MSC to support their marketing strategy and programmes.

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