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.

与传统的电子商务平台不同，朋友对朋友（Fr2Fr）社交商务交易发生在社交媒体上的私人网络内的朋友之间。在这种特殊情况下，用户在决策过程中以双重角色评估他们的朋友：朋友角色和卖家角色。本研究基于角色理论，开发了一个双重角色信任模型，用于探索多个角色内的信任机制。此外，本研究采用独特的关系视角来探索朋友之间的行为相互作用。关系对基于角色的信任的调节作用通过对 317 位微信用户的调查进行测试。讨论了理论和实践意义。