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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 1/2020

22.05.2019 | Original Paper

Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

verfasst von: Xuequn Wang, Mina Tajvidi, Xiaolin Lin, Nick Hajli

Erschienen in: Journal of Business Ethics | Ausgabe 1/2020

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Abstract

Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers’ psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers’ trust; (2) consumer-peer interaction and collaborative norms are positively related to relationship commitment; and (3) relationship commitment and trust positively affect consumers’ brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed.
Vorheriger Artikel Fairness in Uncertainty: Some Limits and Misinterpretations of Actuarial Fairness

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Fußnoten
2
Firms could also engage in deceptive practices on social commerce platforms to manipulate consumers’ perceptions and influence the process of brand value co-creation. We thank one reviewer for pointing this issue out.
 
3
Only participants who visited firms’ brand pages regularly were kept for our analysis.
 
4
Following Hershatter and Epstein (2010), we selected those who were born after 1980 as younger generations (i.e., digital natives). The recent literature has shown that these digital natives may become differently in digital environment (Liu et al. . 2018).
 
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Metadaten
Titel
Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective
verfasst von
Xuequn Wang
Mina Tajvidi
Xiaolin Lin
Nick Hajli
Publikationsdatum
22.05.2019
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 1/2020
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-019-04182-z

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