Customer Information Sharing in Social Commerce Based on FIRE Model: The Role of Trust Propensity

Social commerce is a new paradigm of e-commerce with the use of SNSs. Because of unfamiliarity with online vendors, evaluation information on commodity shared from acquaintances in SNSs can promote the generation of consumers´ trust, which has become a critical factor in the success of s-commerce vendors, requesting these vendors to strive to gain this trust. In this paper, the author illustrated the impacts about information sharing on the behavior of customer in the context of social commerce, discussed several types of shared evaluation information in accordance with Fire model, and proposed a method to compute the degree of trust based on each type of evaluation information.