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

Alain Yee Loong Chong, Ewelina Lacka, Li Boying, Hing Kai Chan

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)621-632
Number of pages12
JournalInformation and Management
Volume55
Issue number5
Early online date6 Jan 2018
DOIs
Publication statusPublished - 30 Jul 2018

Keywords

  • online marketplace
  • trust
  • institutional mechanisms
  • Swift guanx
  • interactivity
  • social presence

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