Journal
INFORMATION & MANAGEMENT
Volume 58, Issue 7, Pages -Publisher
ELSEVIER
DOI: 10.1016/j.im.2021.103512
Keywords
Social commerce; Dual-role; Role theory; Guanxi; Trust
Funding
- National Natural Science Foundation of China [71,772,022, 71,771,040]
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This study explores a dual-role trust model and Guanxi perspective in friend-to-friend social commerce transactions, as well as the moderating effects of Guanxi on role-based trust. A survey of 317 WeChat users was conducted to discuss the theoretical and practical implications.
Different from traditional e-commerce platforms, friend-to-friend (Fr2Fr) social commerce transactions occur among friends within a private network on social media. In this particular context, users assess their friend with dual roles in the decision-making process: friend role and seller role. Based on role theory, this study develops a dual-role trust model for exploring trust mechanisms within multiple roles. Furthermore, this study adopts a unique Guanxi perspective to explore the behavioral interplay among friends. The moderating effects of Guanxi on role-based trust are tested using a survey of 317 WeChat users. Theoretical and practical implications are discussed.
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