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

Alain Yee-Loong Chong; Ewelina Lacka; Li Boying; Hing Kai Chan

doi:10.1016/j.im.2018.01.003

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

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

Marketing

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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 language	English
Number of pages	46
Journal	Information & Management
Early online date	6 Jan 2018
DOIs	https://doi.org/10.1016/j.im.2018.01.003
Publication status	E-pub ahead of print - 6 Jan 2018

Keywords

online marketplace
trust
institutional mechanisms
swift guanxi
interactivity
social presence

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10.1016/j.im.2018.01.003

Chong-etal-IM2018-role-of-social-media-in-enhancing-guanxi-and-perceived-effectivenessAccepted author manuscript, 731 KBLicence: CC BY-NC-ND 4.0

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

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{\textquoteright}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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AU - Boying, Li

AU - Chan, Hing Kai

PY - 2018/1/6

Y1 - 2018/1/6

N2 - 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.

AB - 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.

KW - online marketplace

KW - trust

KW - institutional mechanisms

KW - swift guanxi

KW - interactivity

KW - social presence

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DO - 10.1016/j.im.2018.01.003

M3 - Article

JO - Information & Management

JF - Information & Management

ER -

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

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Keywords

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