How trust leads to online purchase intention founded in perceived usefulness and peer communication

Abstract

This study seeks to understand the specific factors on social media that help drive the intention to purchase fashion‐related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

Factors affecting individual online rumor sharing behavior in the COVID-19 pandemic

“…Peer communication and peer condition are positively related to fear of COVID-19. As we know, peer communication and peer condition as important factors of peer influence affect individuals’ affections and emotions, and previous studies have indicated that peer influence produces more negative than positive effects ( Bexkens et al, 2019 ; Harrigan et al, 2021 ; Youn & Shin, 2019 ). This study verifies the previous results and finds that both peer communication and peer condition about COVID-19 tend to produce negative effects, namely, fear of COVID-19.…”

“…Peer communication and peer condition as important factors of peer influence impact individuals’ affections and behaviors ( Bexkens et al, 2019 ; Harrigan et al, 2021 ; Youn & Shin, 2019 ). Peer communication refers to obvious peer interactions among publics, which is regarded as an important component of public social media engagement ( Ai et al, 2016 ; Qin & Men, 2019 ).…”

“… Qin and Men (2019) explored the relationship between peer communication and organization-public relationships and found that negative peer communication was detrimental to trust, satisfaction and commitment. Harrigan et al (2021) uncovered that peer communication on social media drove trust in the social media and, ultimately, purchase intention. In terms of peer condition, peer condition was associated with risk-taking behaviors in male adolescents ( Bexkens et al, 2019 ).…”

“…Adapted from the S–O-R framework, this model was proposed to investigate the process of and reasons for online rumor sharing about COVID-19. In the context of COVID-19, peer communication and peer condition as important factors of peer influence affect individuals' affections and emotions ( Bexkens et al, 2019 ; Harrigan et al, 2021 ; Youn & Shin, 2019 ); they act as stimuli to influence the cognitive and affective states (e.g., fear) of individuals (the organism), and the fear of COVID-19 will result in a related response (e.g., online rumor sharing). Health self-efficacy reflects individuals' beliefs about their ability to manage their health and influences their decisions on how to effectively manage situations ( Bandura, 1997 ; Lee et al, 2008 ; Oh, Lauckner, et al, 2013 ).…”

Central Persons in Sustainable (Food) Consumption

“…For instance, they need to be able to raise feelings of accessibility and a “warm personal relationship” [ 49 ] (p. 5). Additionally, the ability to establish and maintain a trusting relationship seems to be of crucial importance [ 51 ], which can enable and be enabled through interpersonal contacts [ 52 ]. Correspondingly, personal closeness (family, close friends) and trust in the counterparts’ competence in food matters (schools, teachers, doctors) play a key role in developing food preferences and choice [ 35 , 53 ].…”