Journal
INFORMATION & MANAGEMENT
Volume 55, Issue 5, Pages 621-632Publisher
ELSEVIER
DOI: 10.1016/j.im.2018.01.003
Keywords
Online marketplace; Trust; Institutional mechanisms; Swift guanxi; Interactivity; Social presence
Funding
- National Science Foundation of China (NSFC) [71402076]
- International Doctoral Innovation Centre, Ningbo Education Bureau
- University of Nottingham
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This study extends literature on e-commerce trust and repurchase intentions by exploring the role of swift guanxi and the perceived effectiveness of institutional mechanisms (PEEIM) in the context of a Chinese e-marketplace-Taobao. We explore how Taobao's social media technologies (online reviews and instant messenger) can improve swift guanxi and PEEIM by increasing online interactivity and presence. We find that buyers' PEEIM negatively moderates trust in online sellers and repurchase intentions. We show that swift guanxi, created by social media's interactivity and presence, enhances trust, which further increases repurchase intentions. Theoretical and managerial implications and future research directions are discussed.
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