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.
LIU Rong,YANG Jiawei,DONG Xiaosong等. The Influence of Merchants’Self-Presentation on Customer Trust in the Context of Social Commerce[J]. Chinese Journal of Management, 2021, 18(3): 418-.
