Abstract
Different from traditional e-commerce platforms, friend-to-friend (Fr2Fr) social commerce transactions occur among friends within a private network on social media. In this particular context, users assess their friend with dual roles in the decision-making process: friend role and seller role. Based on role theory, this study develops a dual-role trust model for exploring trust mechanisms within multiple roles. Furthermore, this study adopts a unique Guanxi perspective to explore the behavioral interplay among friends. The moderating effects of Guanxi on role-based trust are tested using a survey of 317 WeChat users. Theoretical and practical implications are discussed.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
