The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace

被引：125

作者：

Chong, Alain Yee Loong ^{[1
]}

Lacka, Ewelina ^{[2
]}

Li, Boying ^{[1
]}

Chan, Hing Kai ^{[1
]}

机构：

[1] Univ Nottingham Ningbo China, Nottingham Univ, Business Sch, 199 Taikang East Rd, Ningbo 315100, Zhejiang, Peoples R China

[2] Strathclyde Business Sch, Dept Mkt, 199 Cathedral St, Glasgow G4 0GE, Lanark, Scotland

来源：

INFORMATION & MANAGEMENT | 2018年 / 55卷 / 05期

基金：

美国国家科学基金会;

关键词：

Online marketplace; Trust; Institutional mechanisms; Swift guanxi; Interactivity; Social presence; B2C E-COMMERCE; WORD-OF-MOUTH; REPURCHASE INTENTION; ELECTRONIC MARKETS; SHOPPING BEHAVIOR; NATIONAL CULTURE; PRICE PREMIUMS; TRUST; SYSTEMS; REVIEWS;

D O I：

10.1016/j.im.2018.01.003

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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.

引用

页码：621 / 632

页数：12

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