Social commerce: Is interpersonal trust formation similar between USA and Spain?

In social commerce, interpersonal trust when individuals communicate is key among the parties. The main objective of this study is to investigate how the consequent variables, interpersonal trust and users' intention, are impacted by the antecedents of trust-building and cultural dimensions when people are engaged in social commerce. The research model is substantiated using data collected in the U.S.A. and Spain. While all the trust-building antecedents have significant positive impact upon trust, there are cultural differences between the countries. The findings can be of interest to global marketing managers and information officers.

Automated summary

In social commerce, interpersonal trust plays a crucial role among individuals. This study investigates how trust-building and cultural dimensions impact interpersonal trust and users' intention in social commerce, based on data collected in the U.S.A. and Spain. Cultural differences were found between the two countries, suggesting implications for global marketing managers and information officers.