TY  - JOUR
AB  - Purpose The purpose of this paper is to understand the effect of two types of reciprocity (restricted reciprocity and generalized reciprocity) on customers’ trust in social commerce (s-commerce) and trust performance (purchase intention and word-of-mouth intention). Furthermore, this study examines how individual and contextual moderators (personal shopping experience and community shared language) could impact the trust development process.Design/methodology/approach This study adopted a survey method and obtained data from 287 users in a customer-to-customer (C2C) s-commerce platform. Structural equation modeling was used to examine the research hypotheses.Findings The results demonstrate that two types of reciprocity positively affect trust in s-commerce. Customers’ trust performance is significantly affected by trust in s-commerce. Additionally, shopping experience in s-commerce is found to positively moderate the relationship between restricted reciprocity and trust in s-commerce.Research limitations/implications The findings help to understand the nature and role of reciprocity in influencing trust and trust-related behaviors in the context of C2C s-commerce. The research also helps to explore the individual and contextual moderators that impact the effect of reciprocity on trust development.Practical implications The results offer a comprehensive view of trust building strategies for s-commerce practitioners, including shoppers, vendors and managers of s-commerce platforms.Originality/value This study is among the first few research studies that offers a theory-based conceptualization of reciprocity in C2C s-commerce and provides empirical support for the impact of reciprocity on customers’ trust in C2C s-commerce. In addition, this study devises a broader view of reciprocity based on restricted and generalized exchange principle to represent the interaction of vendor–shopper and shopper–shopper, respectively.
VL  - 30
IS  - 1
SN  - 1066-2243
DO  - 10.1108/INTR-09-2018-0413
UR  - https://doi.org/10.1108/INTR-09-2018-0413
AU  - Leung Wilson K.S.
AU  - Shi Si
AU  - Chow Wing S.
PY  - 2019
Y1  - 2019/01/01
TI  - Impacts of user interactions on trust development in C2C social commerce: The central role of reciprocity
T2  - Internet Research
PB  - Emerald Publishing Limited
SP  - 335
EP  - 356
Y2  - 2024/04/25
ER  -