Based on uncertainty reduction theory, we propose a research model that examines how users’ perceived uncertainty can be reduced through uncertainty reduction mechanisms so as to encourage their purchase behavior in social commerce. Specifically, we propose three uncertainty reduction strategies (i.e., situational normality, perceived effectiveness of social commerce institutional mechanisms and swift guanxi) that help mitigate user perceived uncertainty in social commerce. In particular, we consider the direct and indirect role of perceived effectiveness of social commerce institutional mechanisms (PESIM) in substituting and complementing, respectively, for the relationships of swift guanxi and situational normality to user perceived uncertainty. Users who have usage experience of social commerce platforms will be surveyed to test our hypotheses. Finally, the research design and expected contributions will be discussed.
Chen, Xiayu; Wang, Jiawen; Wei, Shaobo; Sun, Jianshan; and Liu, Yezheng, "Understanding Uncertainty Reduction Mechanisms in Social Commerce" (2020). PACIS 2020 Proceedings. 225.
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