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

Research output: Journal PublicationArticlepeer-review

76 Citations (Scopus)

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
DOIs
Publication statusPublished - Jul 2018

Keywords

  • Institutional mechanisms
  • Interactivity
  • Online marketplace
  • Social presence
  • Swift guanxi
  • Trust

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management

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