Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals |
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| Affiliation: | 1. School of Management, Xi’an University of Architecture and Technology, Xi’an, 710055, China;2. School of Management, Xi’an Jiaotong University, Xi’an, 710049, China;3. School of Economics, Hebei University, Baoding, 071002, China;1. Indian Institute of Management, Lucknow, Uttar Pradesh, 226013, India;2. Xavier Institute of Management, (Xavier University), Bhubaneswar, India;1. UNISINOS Business School, Universidade do Vale do Rio dos Sinos, Campus de Porto Alegre, 93022-750, Porto Alegre, Brazil;2. NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312, Lisboa, Portugal;1. Antai College of Economics and Management, Shanghai Jiao Tong University, China;2. School of Business Administration, Southwestern, University of Finance and Economics, China;1. School of Economics and Management, Anhui Polytechnic University, 241000, Wuhu, China;2. School of Management, Zhejiang University, 310058, Hangzhou, China;3. School of Business, State University of New York at New Paltz, 12561, New Paltz, USA;1. Business School, Renmin University of China, Haidian District, No.59. Zhongguancun Road, Beijing City, 100872, China;2. Management and Economics, Dalian University of Technology, No.2 Linggong Road, Ganjingzi District, Dalian City, Liaoning Province, 116024, China;3. College of Management, University of Massachusetts Boston, 100 Morrissey Boulevard, Boston, MA, 02125, United States;1. School of Modern Posts, Chongqing University of Posts and Telecommunications, No.2 Chongwen Road, Nan''an District, Chongqing, 400065, China;3. National Research Base of Intelligent Manufacturing Service, Chongqing Technology and Business University, No.19 Xuefu Road, Nan''an District, Chongqing, 400030, China;4. International College, Krirk University, Ram Intra Rd, 10220, Bangkok, Thailand;5. School of Business Management, Hongik University, Sejong, 30016, Korea;6. College of Mechanical Engineering, Chongqing University of Technology, No 69 Hongguang Road, Chongqing, 400054, China;7. School of Business, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macao, China;8. Research Center of Information Industry Cooperation, Chongqing University of Posts and Telecommunications, No.2 Chongwen Road, Nan''an District, Chongqing, 400065, China |
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| Abstract: | The social sharing of consumers (e.g., posting about a shopping experience) is the basis for the flourishing of social commerce; however, it conflicts with consumers’ psychological need for privacy. This study attempts to investigate the comprehensive effect of privacy assurances from different institutions on social sharing, involving privacy policy and privacy-protective technology provided by social media companies as well as government regulation and industry self-regulation. We conducted a large-scale empirical survey with 1,311 users of Xiaohongshu in China. The results show that all the four privacy assurances have a positive effect on social sharing that is almost equal. The results also reveal that threat appraisal and coping appraisal jointly mediate the relationship of privacy assurances and social sharing. Our results provide operable implications for stakeholders on how to facilitate social sharing and thus the flourishing of s-commerce through fostering privacy assurances. |
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| Keywords: | Social commerce Social sharing Privacy assurance Threat-coping appraisal |
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