บทบาทของความไว้วางใจต่อการค้าเชิงสังคมในการเชื่อมโยงการสื่อสารอัตลักษณ์ของผู้มีอิทธิพลกับการตัดสินใจซื้อของผู้บริโภค

Punrapha Praditpong; Nititorn Ounpipat

Authors

Punrapha Praditpong College of Communication Arts, Suan Sunandha Rajabhat University
Nititorn Ounpipat College of Communication Arts, Suan Sunandha Rajabhat University

Keywords:

trust, identity communication, influencer, social commerce (s-commerce), consumer purchasing decision

Abstract

This quantitative research aimed to examine the role of trust in social commerce as a mediating variable linking influencer identity communication and consumer purchase decisions. The sample consisted of 545 consumers who had previously purchased products through social commerce platforms, selected using a probability sampling method. Data was collected through a questionnaire and analyzed using descriptive statistics and path analysis. The findings revealed that influencer identity communication exerted a positive effect on trust in social commerce, and this trust subsequently had a positive influence on consumer’s purchase decisions. In addition, the analysis confirmed that trust played a partial mediating role between influencer identity communication and purchase decisions. The study concludes that consumers’ purchase decision-making processes in the digital era are not driven solely by direct information exposure, but are significantly driven through a psychological mechanism, namely trust in social commerce.

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