@misc{10481/70350,
year = {2021},
url = {http://hdl.handle.net/10481/70350},
abstract = {Social platforms are currently encountering a set of burning issues: low ad conversion rates, crosschannel
free-riding phenomena, lack of monetary incentives to retain premium content creators, etc.
Direct purchase behaviors between social platform users (e.g., making a direct purchase through a
seller’s promotional post) can largely resolve these problems. Therefore, it is imperative to study the
factors that influence users’ direct purchase behavior. This paper focuses on risk- and trust-related
factors, proposing a theoretical model that was tested on two samples of Chinese users of WeChat.
The authors concluded that users tend to evaluate the shopping risk associated with the social platform
first, then go through a process of building trust in the platform before making purchases. Further, this
trust can generate a halo effect on seller risk. Finally, trust and seller risk directly impact on users’
purchase intention to buy from the seller on the platform.},
organization = {National Natural Science Foundation of China (NSFC)	71702064},
organization = {China Scholarship Council},
publisher = {IGI Global},
keywords = {Platform risk},
keywords = {Purchase behavior},
keywords = {Purchase intention},
keywords = {Seller risk},
keywords = {Social commerce},
keywords = {Social computing},
keywords = {Social media},
keywords = {Social media monetization},
keywords = {Trust beliefs},
title = {Buying Through Social Platforms: Perceived Risks and Trust},
doi = {10.4018/JOEUC.20210701.oa4},
author = {Martínez López, Francisco José and Li, Yangchun and Feng, Changyuan and López López, David},
}