The Facebook platform facilitates customer-to-customer e-commerce transactions. However, for Facebook buyers, not all sellers are familiar sellers, and buyers may purchase goods from unfamiliar sellers. In Study 1, when the buyer and the seller are familiar with each other, based on the stimulus-organism-response (SOR) model, we explored how social interaction affects trust and then the buyer’s repurchase intention. In Study 2, when the buyer and the seller are not familiar with each other, based on the SOR model, we explored how social interaction could reduce perceived risk and then affect the buyer’s repurchase intention. Study 1 investigated 117 buyers, and Study 2 investigated 155 buyers. Study 1 illustrates the importance of the mediating roles of cognitive trust and affective trust. Study 2 illustrates the importance of the mediating role of financial risk. The results provide guidance for Facebook sellers
Lai, Hui-Min; Hsieh, Pi-Jung; and Phuong, Tran Kim, "Understanding the Repurchase Intentions of C2C Facebook Commerce: Comparison of Buyer–Seller Familiar and Unfamiliar Relationships" (2021). PACIS 2021 Proceedings. 184.
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