The Role of Trust and Privacy Concerns in Using Social Media for E-Retail Services: The Moderating Role of COVID-19
29 Pages Posted: 26 Apr 2022
Abstract
The COVID-19 pandemic has disrupted the customers habits of purchasing as well as shopping behaviours. This study seeks to develop an integrated model of the critical role of trust and privacy concerns in influencing consumers purchase behaviour through social media. It also explored the moderating role of COVID-19 on these relationships. Our proposed model was tested with 1,200 consumers, 600 prior to COVID-19 and 600 during COVID-19. The findings revealed that: 1) our proposed model during COVID-19 period has higher explanator power (R2 =0.741) than before COVID-19 period (R2=0.603); 2) consumers buying behaviour has been increased during COVID-19; and 3) there were significant variances in the influence of information quality, privacy/security policy, assurance seals, trust, and privacy concerns. This study offers meaningful implications for retailers on understanding consumers behaviours during COVID-19.
Keywords: Purchase intention, Social media, Privacy concerns, Trust, COVID-19.
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