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In Taiwan\u2019s SC, the relationship between trust belief and purchase intention has always been a key issue.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p> This study presents a research model that comprises five hypothesis with five constructs, including situational factors, social support, senses, trust belief and purchase intention. The model is tested on data collected from 532 valid samples in Taiwan, using structural equation modeling. The results show that, in order of importance, control senses and raise mediation trust belief reach the better purchase intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p> The findings of the study provide practical insights in understanding how seller should notice consumer\u2019s trust belief, in order to enhance purchase intention for the SC as a whole.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p> Much existing consumer behavior research is focused on decision making rather than the trust belief themselves. Accordingly, analyzing how senses influence trust belief and purchase intention is an important issue in SC.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-12-2020-0387","type":"journal-article","created":{"date-parts":[[2022,5,31]],"date-time":"2022-05-31T15:56:16Z","timestamp":1654012576000},"page":"44-67","source":"Crossref","is-referenced-by-count":12,"title":["The role of senses on purchase intention in social commerce"],"prefix":"10.1108","volume":"75","author":[{"given":"Jao-Hong","family":"Cheng","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1937-8244","authenticated-orcid":false,"given":"Li-Wei","family":"Lin","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2022,5,31]]},"reference":[{"issue":"5","key":"key2023010703144726200_ref002","doi-asserted-by":"publisher","first-page":"888","DOI":"10.1037\/0033-2909.84.5.888","article-title":"Attitude-behavior relations: a theoretical analysis and review of empirical research","volume":"84","year":"1977","journal-title":"Psychological Bulletin"},{"key":"key2023010703144726200_ref003","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1016\/j.ijinfomgt.2018.06.001","article-title":"Investigating the impact of social media advertising features on customer purchase intention","volume":"42","year":"2018","journal-title":"International Journal of Information Management"},{"issue":"3-4","key":"key2023010703144726200_ref004","doi-asserted-by":"publisher","first-page":"316","DOI":"10.1080\/0267257X.2011.547075","article-title":"Exchanging value within individuals' networks: social support implications for health marketers","volume":"27","year":"2011","journal-title":"Journal of Marketing Management"},{"issue":"3","key":"key2023010703144726200_ref005","doi-asserted-by":"publisher","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"1","key":"key2023010703144726200_ref006","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2307\/25148715","article-title":"The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to Be profiled online for personalization","volume":"30","year":"2006","journal-title":"MIS Quarterly"},{"issue":"5","key":"key2023010703144726200_ref007","doi-asserted-by":"publisher","first-page":"538","DOI":"10.1016\/j.ijinfomgt.2015.04.011","article-title":"Effect of social commerce factors on user purchase behavior: an empirical investigation from renren.com","volume":"35","year":"2015","journal-title":"International Journal of Information Management"},{"issue":"6","key":"key2023010703144726200_ref008","doi-asserted-by":"publisher","first-page":"332","DOI":"10.1002\/cb.374","article-title":"Help me, I'm fat! 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