Reports indicate that in 2017, social commerce had become a 20 billion dollar industry. Given the developing world’s fatigue with social media, social commerce growth will likely be fueled by consumers from developing economies. While literature has investigated social commerce in the context of established brands in developed economies (e.g. Kim and Ko, 2012), it cannot yet explain consumers’ engagement with the uniqueness of social media commerce in developing economies. Social commerce in Southeast Asian economies are largely conducted amongst individuals or micro businesses. Since social media platforms largely do not provide commerce security nor support, consumers are more vulnerable to fraudulent practices. What factors motivate these purchases despite such risks? This study offers insights into how consumers’ motivated reasoning influences their willingness to purchase over social media. We focus on the social media store’s ease of use and perceived security as antecedents of trust. Specifically, we argue that perceiving a lack of ability to purchase from other channels would induce higher trust towards a social media store, despite low perceptions of ease and security of transaction. Data was collected from 224 Indonesian social media users who have been exposed to social media stores on Instagram. The findings suggest that when consumers perceive high control of how they could obtain desired goods, trust becomes a logical function of the perceived safety and ease of use of the shops. However, under low perceived control, consumers display high trust in social media shops despite not being convinced that they are safe nor easy to use. The findings extend our understanding about the antecedents of value creation in social commerce (Stephen and Toubia, 2010). Our results enrich prior literature by showing how motivated reasoning leads to biases in judgment to be in favor of desired goals (Blanton and Gerrard, 1997), and extends it in the novel context of social media commerce. Furthermore, by incorporating the literature on perceived behavioral control and motivated reasoning, the current study provides important empirical evidence for the presence of perceived control over alternate channels as a significant driver for trust towards social media shops. The current research also has a number of implications for social commerce providers in developing economies. This study shows that it is advantageous for managers to cultivate trust using interactivity and reliability to elicit a sense of security and ease of use. However, our findings also offers a caution for firms to not be lulled into a false sense of comfort by taking consumers’ trust at face value.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

Purpose - The purpose of this study is to classify the quality factors of chicken restaurant customers with the service quality based on the SERVQUAL, the quality factors based on the selection attributes and service qualities of chicken restaurants used in the previous studies. Research design, data, and methodology - This survey was carried out on the students of Kangwon University in Samchuk City, Kangwon Province from November 20 - November 30, 2017, and a total of 260 questionnaires were distributed, with 222 collected. Of them, effective questionnaires applied in the final study were a total of 193 except 29 that couldn't be used. Results - The findings of this study are as follows: Firstly, chicken restaurants' quality factors were divided into seven categories like cleanliness, service encounter quality, product quality, aesthetics, overall interior, purchase quality, and convenience. Secondly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, purchase quality, and cleanliness had a positive impact on trust, respectively. Fourthly, it showed that customer satisfaction had a positive impact on behavioral intention. Additionally, it suggested that customer satisfaction of chicken restaurant consumers had a positive impact on behavioral intention and thereby, higher customer satisfaction leads to higher levels of reuse and recommendation intention. Lastly, after checking the effect relations of trust between customer satisfaction about chicken restaurant and behavioral intention, it was analyzed that customer satisfaction has a positive impact on trust and trust has a positive impact on behavioral intention. On the other hand, it showed that trust have a partially mediating effect in the relations between customer satisfaction and behavioral intention. But, it showed that product quality, aesthetics, overall interior, purchase quality, and convenience did not have a positive impact on customer satisfaction. Conclusions - Chicken restaurant consumers put more priority on friendly and good services of chicken restaurant staff in service encounter and delivery order, rather than on reasonable price and discount systems. Thereby, chicken restaurant marketers need to take factors like service encounter quality, cleanliness into more consideration.

Purpose - Smartphone shopping malls provide customers with a variety of tangible and intangible services including web sites, web design, use convenience, information for products and shopping and various after services. Accordingly, it is needed to expand and classify service qualities based on the various services provided by smartphone shopping malls, and then analyze path structures of smartphone shopping malls' qualities → customer satisfaction → behavioral intention. The purpose of this study is to categorize the qualities of smartphone shopping mall users based on the e-SERVQUAL by Lee(2002) and the SERVQUAL by Parasuraman et al.(1988, 2005), the smartphone shopping malls' service qualities based on service quality of smartphone shopping malls used in the previous use studies, and the Website quality factors of service industry and to analyze path structure of smartphone shopping mall's qualities → customer satisfaction → behavioral intention on college students in order to confirm the system of smartphone shopping malls' qualities. Research design, data, and methodology - This study's survey was carried out on the college students of university located in northeastern of Seoul. It was from December 7 - 15, 2017, and a total of 240 questionnaires were distributed, with 228 collected. Of them, effective questionnaires used in the final study were a total of 201 except 27 that couldn't be used. In this study, empirical analysis was done with factor analysis, correlation analysis, multiple regression analysis, simple multiple regression analysis and moderating regression analysis by using Statistics Package SPSS18.0. Results - The study results are as follows: First, smartphone shopping malls' qualities were classified into six categories like customer system quality, Web design quality, convenience quality, information-offering quality, service quality, and product quality. Second, it showed that system quality, Web design quality, and information-offering quality had a positive impact on customer satisfaction, respectively. Third, it suggested that quality factors of smartphone shopping mall users had a positive impact on customer satisfaction in the order of quality, information-offering quality, system quality and Web design quality. Finally, it showed that customer service quality, product quality, and convenience quality did not have a positive impact on customer satisfaction. In addition, it said that customer satisfaction of smartphone shopping mall users had a positive impact on behavioral intention and thereby, the higher the customer satisfaction was, the higher the relations between reuse intention and recommendation intention were. Meanwhile, moderating regression analysis showed that trust did not have moderating effect in the relations between customer satisfaction and behavioral intention. The above study revealed that smartphone shopping malls' qualities were classified into six categories and it was possible to generalize after empirical analysis was made in the path structure. Conclusions - Smartphone shopping mall users consider usefulness of obtaining shopping information and quality on quick and abundant shopping information more important than access environment of smartphone shopping malls and kind services of smartphone shopping mall managers. Thereby, smartphone shopping mall marketers need to take service qualities like system quality and information-offering quality into more consideration.