
social interaction and continuance intention in online auctions a social.pdf
11页Social interaction and continuance intention in online auctions: A social capital perspectiveJyun-Cheng Wanga, Ming-Jiin Chiangb,⁎aInstitute of Service Science, National Tsing Hua University, Hsinchu, Taiwan, ROC bDepartment of Information Management, National Chung Cheng University, Chiayi, Taiwan, ROCa b s t r a c ta r t i c l ei n f oArticle history: Received 3 September 2007 Received in revised form 17 January 2009 Accepted 15 April 2009 Available online 3 May 2009Keywords: Online auction Social capital Continuance intention Social networkThis study explores how interaction within an online auction community affects online auction actor intention to continue trading with others. Adopting a social perspective drawing on social capital theory and IS literature, this study investigates how interactions among actors contribute to the creation andadvancement of social capital. The analytical results demonstrate that the influence of user interaction on continuance intention in online auctions is mediated by the creation of various dimensions of social capital atthe community level. Finally, the implications of the study findings are discussed. © 2009 Elsevier B.V. All rights reserved.1. IntroductionOnline auctioning has proven to be one of the most successful and rapidly growing business models for electronic commerce. Users of online auctions range from individuals conducting online “garage sales”, to companies liquidating unwanted inventory [7], and busi- ness-to-business “hubs”. However, unlike traditional auctions, online auction transactions are limited by two forms of uncertainty: uncertainty regarding the quality or condition of the goods for sale anduncertaintyregardingtradertrustworthiness,owingtotheease ofcreating pseudonyms at will. To overcome these deficiencies, online auctions tend to rely on interaction mechanisms such as trader reputation ratings, online Q networkconfiguration or morphology describing the pattern of linkages in terms of such measures as density, connectivity, and hierarchy” [57] Interaction ties• “The ability of individuals to make connections to others within an organization”[48] • “The connections between individuals, or the structural links created through the social interactions between individuals in a network”[78] Relational dimensionTrust and trustworthiness• “The predictability of another person's actions in a given situation”[48] Reciprocity• “The setting of common standards of behavior that individuals are willing to abide by” [48] • “A sense of mutual reciprocity, for example, the willingness to return a favor with a favor” [48]Identification• “The process whereby individuals see themselves as united with another person or set of individuals” [48] Cognitive dimensionShared belief• “Shared representations, interpretations, and systems of meaning among parties” [57] • “Shared understanding between parties” [78] Shared vision• “Like a shared code and or a shared paradigm that facilitates a common understanding of collective goals and proper ways of acting in a social system” [75] Social engagement• “Shared narratives or stories that can enable individuals to make sense of their current work environment and their relative role within it.” [48] • “Interacts over time with others sharing the same practice and learns the skills, knowledge, specialized discourse, and norms of the practice.” [78]Table 2 Relationship between different elements of social capital and knowledge sharing community.Wasko and Faraj [78]Chiu et al. [26]Structural dimensionCentralitySocial interaction ties Relational dimensionCommitment reciprocityTrust norm of reciprocity identificationCognitive dimensionSelf-related expertisetenure in the fieldShared language shared vision468J.-C. Wang, M.-J. Chiang / Decision Support Systems 47 (2009) 466–476(such as knowledge-sharing communities vs. transaction-oriented communities) also add to the differences in considering the composition of the three dimensions of social capital. For example, two studies on knowledge-sharing community, Chiu et al. [26] andWasko and Faraj [78] identified different elements of social capital.Table 2 compares the elements identified between the two studies. Thus, it may be necessary to identify the key elements of social capital in transaction-oriented communities by clarifying the characteristics of online auction interactions. Transactions and interactions between two parties, such as Q on the other hand, as Tsai and Ghoshal noted [75], “an actor occupying a central location in a social interaction network is likely tobe perceived as trustworthy by other actors in the network.” This study thus expected an auction actor with high social interaction to be likely to develop good judgment regarding the behavior of other actors and to enhance their trust in other actors based on their experience of interaction. Moreover, for auction actors interacting with others via an auction site where users generally use pseudonyms, reputation h。
