What influences customer’s trust on online social network sites (SNSS) sellers?

Abstract

Customer trust has been recognized as an essential part of the rising trend of social commerce. Lack of trust facilitates the hesitation of customers to shop online or to avoid them completely. Therefore, it is essential to implement and analyze a way of buyer-seller relationship establishment that will improve customers' trust. This paper aims to develop a trust model of Social Network Sites (SNSs) sellers, and to assess the dimensions and criteria that affects customer's trust on Online Social Network Sites (SNSs) sellers by using Analytic Hierarchy Process (AHP) approach. The study was carried out among those who have transactions with Malaysian online SNSs sellers at least every three months. The findings have indicated the top three influencing criteria: recommendation, transaction safety, and rating. This study provides insight into the customers' thoughts about placing trust on online SNSs sellers for selling and purchasing activities.