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.
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.
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