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

doi:10.1016/j.im.2018.01.003

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

Department of Entrepreneurship, Marketing and Management Systems

Research output: Journal Publication › Article › peer-review

117 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 language	English
Pages (from-to)	621-632
Number of pages	12
Journal	Information and Management
Volume	55
Issue number	5
DOIs	https://doi.org/10.1016/j.im.2018.01.003
Publication status	Published - 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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10.1016/j.im.2018.01.003

Cite this

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title = "The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms 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'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{\textquoteright} 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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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.

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

Abstract

Keywords

ASJC Scopus subject areas

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