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| The Influence of Merchants’Self-Presentation on Customer Trust in the Context of Social Commerce |
| LIU Rong，YANG Jiawei，DONG Xiaosong，YU Hongyan |
| 1. Nanchang University, Nanchang, China; 2. Sun Yat-sen University, Guangzhou, China |
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Abstract Based on the interpersonal attraction theory, the study explores the influence of merchants’ self-presentation on customer trust in the context of social commerce. Through a questionnaire survey on customers with encounter experience of social commerce, a total of 361 valid data were collected, and regression analysis and Bootstrap methods were used to test the theoretical model. Research results show that: merchants’ self-presentation positively affects customer trust and perceived similarity; perceived similarity positively affects customer trust and mediates the effect of merchants’self-presentation on customer trust; customers’trust tendency positively moderates the effect of perceived similarity on customer trust and the mediating effect of perceived similarity.
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Received: 19 May 2020
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