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How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution

The fact that most buyer–seller ties in the social commerce community are easy to form but hard to keep has brought the “social bubble” into social commerce. Following the literature streams of network closure and social commerce and based on the longitudinal dataset of an online social commerce com...

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Autores principales: Zhang, Hao, Han, Xiao, Zheng, Shiyong, Gu, Mohan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9881652/
https://www.ncbi.nlm.nih.gov/pubmed/36710740
http://dx.doi.org/10.3389/fpsyg.2022.1104770
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author Zhang, Hao
Han, Xiao
Zheng, Shiyong
Gu, Mohan
author_facet Zhang, Hao
Han, Xiao
Zheng, Shiyong
Gu, Mohan
author_sort Zhang, Hao
collection PubMed
description The fact that most buyer–seller ties in the social commerce community are easy to form but hard to keep has brought the “social bubble” into social commerce. Following the literature streams of network closure and social commerce and based on the longitudinal dataset of an online social commerce community over a year, this article explores the buyer–seller ties evolution in the social commerce community through two stages, that is, ties emergence versus ties persistence. In this study, the authors build a hazard model and estimate with a semiparametric partial likelihood method. Our results show an asymmetric effect of network closure mechanisms across different stages of buyer–seller ties evolution. In the early stage of buyer–seller ties, due to the information asymmetry, buyers usually rely on informative signals that either reflect the “popular others” (i.e., the popularity and content sharing) or the “ideal self” (i.e., the value homophily and status homophily) to form ties with sellers, which makes the community more “transactional.” As very few ties can survive through the periods of 3 months or more, the normative social influence, which relies heavily on the structure of extant relationships among community members, becomes the dominant driver of ties persistence, which makes the community more “social.” This study contributes to the ongoing research of network analysis and social commerce. It provides valuable tactics to sellers who want to develop long-term relationships with buyers in the social commerce community.
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spelling pubmed-98816522023-01-28 How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution Zhang, Hao Han, Xiao Zheng, Shiyong Gu, Mohan Front Psychol Psychology The fact that most buyer–seller ties in the social commerce community are easy to form but hard to keep has brought the “social bubble” into social commerce. Following the literature streams of network closure and social commerce and based on the longitudinal dataset of an online social commerce community over a year, this article explores the buyer–seller ties evolution in the social commerce community through two stages, that is, ties emergence versus ties persistence. In this study, the authors build a hazard model and estimate with a semiparametric partial likelihood method. Our results show an asymmetric effect of network closure mechanisms across different stages of buyer–seller ties evolution. In the early stage of buyer–seller ties, due to the information asymmetry, buyers usually rely on informative signals that either reflect the “popular others” (i.e., the popularity and content sharing) or the “ideal self” (i.e., the value homophily and status homophily) to form ties with sellers, which makes the community more “transactional.” As very few ties can survive through the periods of 3 months or more, the normative social influence, which relies heavily on the structure of extant relationships among community members, becomes the dominant driver of ties persistence, which makes the community more “social.” This study contributes to the ongoing research of network analysis and social commerce. It provides valuable tactics to sellers who want to develop long-term relationships with buyers in the social commerce community. Frontiers Media S.A. 2023-01-13 /pmc/articles/PMC9881652/ /pubmed/36710740 http://dx.doi.org/10.3389/fpsyg.2022.1104770 Text en Copyright © 2023 Zhang, Han, Zheng and Gu. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhang, Hao
Han, Xiao
Zheng, Shiyong
Gu, Mohan
How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title_full How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title_fullStr How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title_full_unstemmed How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title_short How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution
title_sort how to achieve sustainable buyer–seller relationship in social commerce? the effect of network closure on ties evolution
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9881652/
https://www.ncbi.nlm.nih.gov/pubmed/36710740
http://dx.doi.org/10.3389/fpsyg.2022.1104770
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