The impact of social factors on the intention of customers in social networks via trust in the seller and the product

The explosive growth of social networks has led to the development of a model of e-commerce called social commerce in which e-commerce is mediated through social media and social networking services. Given the increasing popularity and use of social commerce and its important role in existing online commerce, examining the key and key factors of customer confidence in the seller and the product is one of the most important factors in the success of sellers. Therefore, the main purpose of this paper is to investigate the impact of social factors on the Bernie cosmetics buyers' purchasing behavior with respect to the seller and product trust. For this purpose, three questionnaires were drawn from the research work of (Lu et al, 2016) and 384 questionnaires (according to Morgan table) were collected through mobile social networks. The results of the study using structural equations indicated that social factors of social networks influenced the intention of buyers of cosmetics from mobile social networks regarding the level of trust in the seller and trust in the product. The social presence of the web, the social presence of others, and the interactive social presence also influence the purchase of cosmetic shoppers from mobile social networks.