커뮤니티 기반 소셜커머스의 정보원 속성이 판매자 신뢰에 미치는 영향: 지각된 플랫폼 특성의 조절 효과를 중심으로

초록

This study attempted to focus on social commerce and analyze a key role of source attributes (professionality, similarity) in building trust in sellers. We also observed how the relationships between these attributes and seller’s trust vary based on perception characteristics of social commerce platforms (timeliness, accuracy, usability, personalization). An online survey was conducted on users of China's Xiaohongshu platform, and 237 responses indicated three results. First, all source attributes significantly influence seller’s trust. Second, timeliness has a positive moderating effect on the relationship between professionality of source attributes and seller’s trust. Third, accuracy and usability positively moderate the relationship between similarity of source attributes and seller’s trust.

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