ABSTRACT
The chapter explores people’s online shopping intentions by focusing on the factors of trust in social media marketing, social media word of mouth (WOM) and attitude toward social media (SM) marketing. Based on previous studies in the literature, a quantitative method was employed for exploring the cause-and-effect relations among variables. In the analysis, after establishing the reliability and validity of the questionnaires, a structural equation model was constructed for testing research hypotheses and answering the research question. The results have shown that social media WOM, attitude toward SM marketing and digital trust in SM all increase online shopping intention, with social media WOM having a slightly more effective role.
