Analysis of Trust Mechanism in Social Commerce: A Systematic Literature Review

Global economic development has entered a new normal era, and social commerce development is rapid. Social distancing and the slogan of ‘stay at home’ in the sense of new normal era boost social commerce to be a very busy activity. Many previous studies indicate that the most important role in social commerce is how to construct trust during online transaction. Research on this subject is still new. Therefore, it is important to analyze technical enabler of trust through structured reviews. We propose a systematic literature review about analysis of trust mechanism in social commerce using data collected from 31 journal articles in the last six years. We emphasize this study into what sources of trust-building cues and how trust mechanisms can play an essential role in social commerce. We believe that this review can provide a new insight of future social commerce research. Implications and limitations are also discussed at the end of the paper.