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Role of Uncertainty Reduction Strategies, Trust and Perceived Value in Social Shopping Intention

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Role of Uncertainty Reduction Strategies, Trust and Perceived Value in Social Shopping Intention


Shu-Mei Tseng | Yi-Ting Jhou



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, URL: https://www.ijtsrd.com/papers/ijtsrd46288.pdf

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.

uncertainty reduction strategies; trust; social presence; perceived value; social shopping intention


IJTSRD46288
Volume-5 | Issue-5, August 2021
2157-2166
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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