ABSTRACT

Parties in a positive affective state generally boost creativity in social commerce. Superior institution-based trust may enhance multi-sided partners’ positive affective reactions that lead to facilitate actively engagement for achieving the benefits of value co-creation. This study develops a conceptual model in which third-party assurance mechanisms and third-party logistics act as moderating constructs for examining the relation between agility and the network effect, both of which affect value co-creation. The results show that institution-based trust operates through the interaction between agility and multi-sided mechanisms in ensuring the value co-creation as it reinforces the network effects in the process. The findings of the study provide practical insights into how online merchants can reinforce the interaction between agility and multi-sided mechanisms so as to provide positive affective state and in turn enhance network effects and value co-creation that improves the social commerce platform as a whole.

摘要

处于积极情感状态的派对通常会提高社交商务的创造力。优越的基于制度的信任可以增强多方合作伙伴的积极情感反应，从而促进积极参与以实现价值共创的好处。本研究开发了一个概念模型，其中第三方保障机制和第三方物流作为调节结构来检验敏捷性和网络效应之间的关系，这两者都会影响价值共创。结果表明，基于制度的信任通过敏捷性和多边机制之间的相互作用来确保价值共创，因为它加强了过程中的网络效应。