Results of hypotheses analysis.

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.社交商务（Social commerce）通过融合社交媒体互动性与电子商务功能，正在重塑消费者的购买行为，如今绝大多数消费行为显然均可通过社交媒体平台便捷完成。鉴于皮肤护理类商品购买场景中可信度的重要性，本研究旨在探讨社交媒体信息可信度要素——具体为信源可信度与电子口碑（electronic word of mouth, eWOM）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名通过Facebook完成护肤产品购买的消费者处收集一手数据，并采用结构方程模型（structural equation modelling, SEM）对所构建的模型进行检验。进一步的研究结果显示：信源可信度、eWOM可信度以及在线社区信任，均对社交商务购买意向（social commerce purchase intention, SCPI）产生正向影响，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风险，并在信息可信度与购买意向的关系中起到中介效应。据此，本研究结果凸显了信任与风险感知在社交商务领域（尤其护肤产品市场）塑造在线消费者行为中的关键作用。本研究强调，企业应借助可信的信息来源，打造值得信赖的在线社区，以提升消费者信心与参与度。此外，本研究依托斯里兰卡这一新兴市场场景提供相关洞见，丰富了社交商务领域的现有文献，并建议未来可围绕可信度的更广维度以及跨文化比较展开研究，以深化对社交商务的理解。