چکیده:
Social commerce, a new stream in e-commerce, enables hyper-informed consumers to support the businesses in new product development. Hyper-informed consumers are the results of online communication provided by social media. These consumers have been empowered by Web 2.0 technologies to have online communication, which drives value for the companies in new product development. Trust is one the values that might be provided by the online communication of individuals through sharing the knowledge and experience of a new product. The paper sheds on new product development and trust concepts along with social commerce construct theory in order to develop a research model for investigating the impact of online communication of consumers, which produce social word of mouth on trust building mechanisms. The results from a survey reveal that social word of mouth, offered by social media, increases the level of trust on new products. The conclusion, discussion, and future research suggestion in the end of the paper support its contribution to the track of marketing and innovation.
خلاصه ماشینی:
The paper sheds on new product development and trust concepts along with social commerce construct theory in order to develop a research model for investigating the impact of online communication of consumers, which produce social word of mouth on trust building mechanisms.
The internet has been developed to provide low cost mass communication and interactive facilities, thus providing opportunities for consumers to experience a new product (Fuller & Matzler, 2007) or share their experiences and knowledge with other customers; this can be a fundamental basis for building trust in a business through social word of mouth.
In addition, the study brings to the desk the impact of social commerce on innovation and new product development by suggesting how to build trust in a new product or how to use consumers' experience and knowledge to shape future business plans.
, 2005), management (Mayer, Davis, & Schoorman, 1995), marketing (Jin, Cheng, & Yunjie, 2009; Li, Zhou, Kashyap, & Yang, 2008), sociology (Das & Teng, 2004) and innovation (Fuller, Bartl, Ernst, & Muhlbacher, 2006; Hajli, 2013a; Zhao & Lavin, 2012).
” Trust is a key factor in a business as it influences consumer behaviour, leading to purchase intention (Hajli, 2012a; Jones & Leonard, 2008; Ming-Hsien, Chandlrees, Binshan, & Hung-Yi, 2009; Yu-Hui & Barnes, 2007).
It is also argued that online communication of consumers in social commerce constructs provides social support, which leads in turn to trust in the network (Crocker & Canevello, 2008).