Even though the problem of uncertainty in online business is widely discussed, there is still limited knowledge of the mechanisms used by social commerce customers to reduce uncertainty perception. Therefore, this study attempts to bridge this gap by investigating the influence of the number of positive review comments, seller popularity, customer service quality, and return policy on seller uncertainty. A self-administered structured questionnaire was used for data collection. The empirical evidence from 155 social commerce customers shows that the number of positive review comments, seller popularity, and customer service quality has a negative influence on seller uncertainty. Moreover, customer service quality enhances the negative influence of the number of positive review comments on seller uncertainty. Furthermore, the study revealed that the seller that offers a lenient return policy in addition to good customer service quality experiences lower levels of seller uncertainty than the seller that only offers good customer service.

尽管广泛讨论了在线业务中的不确定性问题，但对社交商务客户用于减少不确定性感知的机制的了解仍然有限。因此，本研究试图通过调查正面评论数量、卖家受欢迎程度、客户服务质量和退货政策对卖家不确定性的影响来弥合这一差距。使用自填式结构化问卷收集数据。来自 155 个社交电商客户的经验证据表明，正面评论数量、卖家受欢迎程度和客户服务质量对卖家不确定性有负面影响。此外，客户服务质量增强了正面评论数量对卖家不确定性的负面影响。此外，