Previous studies considering various forms of e-commerce (e.g.,
Gefen, 2000) have found that a lack of trust is one of the most important
reasons why consumers hesitate to make internet purchases
or avoid them. Jones and Leonard (2008) claimed that distrust
is the main reason why online firms fail to form positive relationships
between consumers. Despite the growth and spread of
e-commerce, s-commerce users remain concerned about the quality
of information provided by e-commerce firms, security, the
credibility of deals, and exchange/refund policies. In particular,
building trust is more important for s-commerce firms than for
other firms because s-commerce is built on SNSs, where users create
content and share it with other users. Therefore, s-commerce
firms may enjoy stable and sustainable growth if they find solutions
or strategies that can address consumers’ complaints, including
those associated with their anxiety or uncertainty induced by
their distrust of s-commerce firms. Jarvenpaa, Tractinsky, and Vital
(2000) claimed that many types of e-commerce firms cannot fully
exploit their economic potential if they are not able to gain the