Abstract:
1. Introduction
Facebook, a top social commerce platform, highlights the importance of
information credibility, as trust in product claims and reviews significantly
influences purchase intentions, particularly for skincare products, in a
misinformation driven environment. Therefore, this study uniquely
integrated variables into comprehensive framework within fulfilling
research gap, unlike prior separates analyses.
2. Research Methodology
The pilot study was conducted with 70 participants to assess reliability and
validity of research instrument and to gain preliminary insight into the
relationships among the variables, namely source, e WOM, message, and
medium credibility’s as independent variables and perceived risk, trust
online community as mediating variables under this study. The research
study used quantitative approach with convenience sampling. Data were
collected from skincare products purchasers via the Facebook based,
availability and willingness of participants. The study was conducted
multiple regression analysis using SPSS 26.
3. Findings and Discussion
The results demonstrated that e WOM credibility positively impact trust
online community. And trust online community, message credibility, and
medium credibility positively impact social commerce purchase intention.
However, source credibility and trust online community negatively impact
perceived risk, which, in turn, negatively impacts social commerce
purchase intention.
4. Conclusion and Implications
The results emphasize, skincare consumers focus on credibility issues
before purchasing via Facebook and therefore, findings revel that e WOM
boost trust online communities, while message and medium positively
influence purchase intention. Conversely source and trust reduce perceived
risk which negatively impact purchase intention, highlighting their
interconnecting roles. The study has several implications for marketing
professionals, policymakers, and businesses
