Minimal data set.

Social commerce is transforming consumer purchasing behaviours by blending social media interactivity with e-commerce functionalities, and most purchases today are evidently facilitated through social media platforms with ease. Recognising the importance of credibility in skin-related purchases, this study aims to examine how social media information credibility factors, specifically source credibility and electronic word of mouth (e WOM) credibility, influence consumers’ purchase intentions for skincare products on Facebook, considering the mediating roles of trust in online communities and perceived privacy risk. Primary data were collected through a structured survey from 384 skincare purchasers who made their purchases via Facebook, and the model was tested using structural equation modelling (SEM). Further, the results reveal that source credibility, e WOM credibility, and trust in online communities positively influence social commerce purchase intention (SCPI), while perceived risk has a negative effect. Trust in online communities also reduces perceived risk and mediates the relationship between information credibility and purchase intention. Hence, these findings highlight the pivotal roles of trust and risk perceptions in shaping online consumer behaviour in the social commerce space, especially within the skincare market. The study emphasises the need for businesses to leverage credible information sources and build trustworthy online communities to enhance consumer confidence and engagement. Moreover, it contributes to the growing literature on social commerce by offering insights from an emerging market context, Sri Lanka, and suggests future research into broader dimensions of credibility and cultural comparisons to deepen the understanding of social commerce.

社交电商（social commerce）通过整合社交媒体互动属性与电子商务功能，正深刻重塑消费者的购买行为模式；当前多数商品交易均可依托社交媒体平台便捷完成。鉴于肌肤护理类商品交易中可信度的关键意义，本研究旨在探究社交媒体信息可信度要素——具体而言即信源可信度（source credibility）与电子口碑（eWOM, electronic word of mouth）可信度——如何影响消费者在Facebook平台上购买护肤产品的意向，同时考量在线社区信任与感知隐私风险的中介作用。本研究通过结构化问卷调查，从384名曾通过Facebook完成护肤产品购买的消费者处获取一手数据，并采用结构方程模型（SEM, structural equation modelling）对研究模型进行检验。进一步的研究结果表明，信源可信度、电子口碑可信度以及在线社区信任均对社交电商购买意向（SCPI, social commerce purchase intention）存在显著正向影响，而感知风险则发挥负向作用。在线社区信任同时可降低感知隐私风险，并在信息可信度与购买意向之间发挥中介传导作用。综上，本研究结果凸显了信任与风险感知在社交电商领域（尤其护肤产品市场）塑造线上消费者行为过程中的核心作用。本研究同时强调，企业应依托可信的信息源构建值得信赖的在线社区，以此提升消费者的信任度与参与度。此外，本研究基于新兴市场斯里兰卡的场景提供了研究视角，丰富了社交电商领域的现有文献，并提出未来可从可信度的更广泛维度以及跨文化比较方向开展研究，以深化对社交电商的理解。