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

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. 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, URL: https://www.ijtsrd.com/papers/ijtsrd46288.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/46288/role-of-uncertainty-reduction-strategies-trust-and-perceived-value-in-social-shopping-intention/shumei-tseng