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The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook
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The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook
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Journal Article
The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook
2025
Overview
Social commerce, which integrates social media with e-commerce, has transformed how consumers engage with brands and make purchasing decisions. In Sri Lanka, the skincare product market on Facebook has seen significant growth, emphasizing the need to understand the factors influencing consumer purchase intention. This study explores how social media, perceived usefulness and platform interactivity influence trust in the seller and, in turn, affect social commerce purchase intention. Using purposive sampling, the study targeted active Facebook users who purchase skincare products. An online questionnaire was administered to 384 such users. Using structural equation modelling, the study found that perceived usefulness and platform interactivity significantly enhance trust in sellers. Additionally, trust in the seller plays a mediating role between these factors and purchase intention. The study offers theoretical contributions by extending the Technology Acceptance Model (TAM) into a high-involvement product context. The findings highlight that a more interactive and engaging platform experience increases consumer confidence in online sellers, ultimately encouraging purchase behavior. Social media platforms like Facebook not only provide a space for product promotion but also serve as trust-building environments through user engagement and perceived usefulness. This study finds that useful and interactive Facebook posts build trust and lead to more skincare product purchases. Brands should post better content to earn trust and boost sales. For businesses, especially skincare brands operating in social commerce environments, this study offers practical insights into developing strategies focused on enhancing platform interactivity and trust to drive consumer engagement and intention to purchase.
Publisher
Cogent,Taylor & Francis Group
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