The impact of social commerce features on customer trust and tendecies (case study: YAATAA COMPANY)

Today, the growth and expansion of the Internet has led to the development of social networking sites and the subject of trade in social networks. Social commerce is a subset of e-commerce that social networking sites use for social interaction and user contributions to facilitate the online purchase and sale of diverse products and services. Consumer trust is a major factor in the success of corporate social business executives, so these companies need do a lot of work to be trusted. In this research, key factors in social commerce such as reputation, size, quality of information, communication, security of transactions and oral references, as well as the impact of trust on trust performance (buying tendencies and oral preferences) have been investigated. Validity and reliability of the questionnaire used in this research has been confirmed in the form of three methods of face, convergent and divergent validity, and the reliability of the tool is also used through two methods of Cronbach's alpha coefficient which was greater than 0.7 and a Split Half validation.The current research has been implemented at YAATAA Company, which allows its customers to purchase foreign sites such as Amazon and eBay. Empirical analysis based on a sample of 380 users and structural equation modeling with Amos software has been identified that all features of social commerce (with the exception of size and size) have a significant impact on trust and trust also has a significant impact on buying tendency and oral tendencies