Breaking the uncertainty barrier in social commerce: The relevance of seller and customer-based signals
作者：
Highlights：
• We examined seller uncertainty in social commerce in a developing economy context.
• The number of positive comments and seller popularity significantly reduce seller uncertainty.
• Customer service quality reduce seller uncertainty, this effect is stronger when customer service is coupled with return policy or the number of positive comments.
• To manage uncertainty, social commerce customers rely on specific signals or combinations of such signals.
摘要
•We examined seller uncertainty in social commerce in a developing economy context.•The number of positive comments and seller popularity significantly reduce seller uncertainty.•Customer service quality reduce seller uncertainty, this effect is stronger when customer service is coupled with return policy or the number of positive comments.•To manage uncertainty, social commerce customers rely on specific signals or combinations of such signals.
论文关键词：Seller uncertainty,Review comments,Service quality,Popularity,Return policy,Signalling theory
论文评审过程：Received 15 May 2020, Revised 13 April 2021, Accepted 10 May 2021, Available online 15 May 2021, Version of Record 2 June 2021.
论文官网地址：https://doi.org/10.1016/j.elerap.2021.101059
