Social media such as Instagram, Facebook, and Line provide unparalleled platforms on which users can publicize their shopping experiences and related thoughts on specific e vendors within social networks. This has thus led to a novel method by which to shop online, termed social shopping. Previous literature recognizes that the inherent uncertainties within the social shopping environment are factors limiting shopping intention by customers. Hence, this study adopts uncertainty reduction theory and proposes a research model exploring the relationship between uncertainty reduction strategies URS and social shopping intention, mediated by user trust and perceived value in social shopping. A quantitative web based survey study was conducted to statistically test these relationships using a hierarchical regression analysis. The results propose concrete suggestions for social commerce business operators regarding how to enhance social shopping intention, so they can plan future marketing strategies. Shu-Mei Tseng | Yi-Ting Jhou "Role of Uncertainty Reduction Strategies, Trust and Perceived Value in Social Shopping Intention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46288.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/46288/role-of-uncertainty-reduction-strategies-trust-and-perceived-value-in-social-shopping-intention/shumei-tseng
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 5, July-August 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD46288 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 2157
Role of Uncertainty Reduction Strategies, Trust and
Perceived Value in Social Shopping Intention
Shu-Mei Tseng
1
, Yi-Ting Jhou
2
1Department of Hospitality Management, I-Shou University, Kaohsiung, Taiwan
2Department of Information Management, I-Shou University, Kaohsiung, Taiwan
ABSTRACT
Social media such as Instagram, Facebook, and Line provide
unparalleled platforms on which users can publicize their shopping
experiences and related thoughts on specific e-vendors within social
networks. This has thus led to a novel method by which to shop
online, termed social shopping. Previous literature recognizes that the
inherent uncertainties within the social shopping environment are
factors limiting shopping intention by customers. Hence, this study
adopts uncertainty reduction theory and proposes a research model
exploring the relationship between uncertainty reduction strategies
(URS) and social shopping intention, mediated by user trust and
perceived value in social shopping. A quantitative web-based survey
study was conducted to statistically test these relationships using a
hierarchical regression analysis. The results propose concrete
suggestions for social commerce business operators regarding how to
enhance social shopping intention, so they can plan future marketing
strategies.
KEYWORDS: uncertainty reduction strategies; trust; social presence;
perceived value; social shopping intention
How to cite this paper: Shu-Mei Tseng |
Yi-Ting Jhou "Role of Uncertainty
Reduction
Strategies,
Trust
and
Perceived Value in Social Shopping
Intention" Published
in
International
Journal of Trend in
Scientific Research
and Development
(ijtsrd), ISSN: 2456-
6470, Volume-5 |
Issue-5,
August
2021,
pp.2157-2166,
U