Abstract
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.
| Original language | English (US) |
|---|---|
| Article number | 103512 |
| Journal | Information and Management |
| Volume | 58 |
| Issue number | 7 |
| DOIs | |
| State | Published - Nov 2021 |
| Externally published | Yes |
Keywords
- Dual-role
- Guanxi
- Role theory
- Social commerce
- Trust
ASJC Scopus subject areas
- Management Information Systems
- Information Systems
- Information Systems and Management
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