What Signals Should You Send in Social Commerce? The Roles of Community Quality and Brand Awareness

Authors

Kuang-Ting Cheng, National United UniversityFollow
Jacob Chun Cheng, National Sun Yat-sen UniversityFollow
Yu-Ting Chang-Chien, National Sun Yat-sen UniversityFollow
Jack Hsu, National Sun Yat-sen UniversityFollow
Shu-I Chen, National Sun Yat-sen UniversityFollow

Paper Number

1503

Abstract

Information asymmetry is an inherited issue in e-commerce because they are not familiar with the sellers and the products they are selling on the internet. This issue also applies to a social commerce context where transactions can be made on social network sites. Newcomers must develop trust in the sellers to make the following transactions possible. Draw on this issue, this study aims at exploring possible clues that may facilitate newcomers to develop trust. We classified possible clues that buyers may consider into content (product) and context (community), two types. We then validated their individual and joint (consistency) effects on perceived product quality from the signaling theory perspective and explored each signal's conditions that may generate more effect. Furthermore, we also show that perceived product quality has a positive impact on purchase intention.

Comments

Paper Number 1503

Recommended Citation

Cheng, Kuang-Ting; Cheng, Jacob Chun; Chang-Chien, Yu-Ting; Hsu, Jack; and Chen, Shu-I, "What Signals Should You Send in Social Commerce? The Roles of Community Quality and Brand Awareness" (2022). PACIS 2022 Proceedings. 195.
https://aisel.aisnet.org/pacis2022/195