Abstract:

When it comes to understanding peoples’ acceptance of a new field such as s-commerce, trust appears to be an important factor according to recent and former theoretical frameworks. It is also necessary to have an inclusive representation of users of social media in order to fully understand the effects of certain variables and factors in s-commerce. Previous research on social commerce has focussed on a younger demographic; to bridge this gap, we will focus in this paper on users who are college graduates and are over the age of 30 to 45. In this research, Quality of information (QI), Social media influencers (SMI), and payment methods represent the variables of trust attainment that we intend to investigate. Moreover, this study will also take into account sociocultural factors, comparing results from people from Saudi Arabia and Australia. The research data will be quantitative and the tool for data collection is online surveys. This study is targeting university-graduated people who are between 30 to 45 years. The study will analyse the effect of three variables; QI, SMI and payment methods on trust in using SC. The results will also be compared between the Saudi and the Australian responses to unveil any cultural differences. In this research, IBM SPSS software will be used for analysis of the data. The purpose of this study is to help businesses using s-commerce better understand their audience and predict the behaviour of their clients and to collect data that is inclusive of all possible buyer demographics.