Abstract
Uncertainty has been regarded as the most prominent barrier in ecommerce. However, how communication between buyers and seller contributes to a reduction in uncertainty is under-investigated. Integrating uncertainty reduction theory and relational contract theory, we develop a model that explain how various communication strategies will reduce uncertainty in transactions so as to encourage purchase behavior. In addition, we also explore the role of swift relationships and institutional structures during the uncertainty reduction process, surveying real buyers as data subjects. The study advances our understanding of communication strategies by specifying the e-commerce
context to explore how communication can facilitate purchase behavior through
uncertainty reduction. We propose that the communication process between individual buyers and sellers may be moderated by both formal and relational contracts. Also, we add to the existing literature by investigating whether formal contracts will affect a relational contract’s impact in the online shopping context.
context to explore how communication can facilitate purchase behavior through
uncertainty reduction. We propose that the communication process between individual buyers and sellers may be moderated by both formal and relational contracts. Also, we add to the existing literature by investigating whether formal contracts will affect a relational contract’s impact in the online shopping context.
Original language | English |
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Title of host publication | Proceedings of the 2016 International Conference on Information Systems (ICIS 2016) |
Subtitle of host publication | Digital Innovation at the Crossroads |
Place of Publication | Dublin |
Publisher | Association for Information Systems |
Publication status | Published - Oct 2016 |
Event | 2016 International Conference on Information Systems - Convention Centre Dublin, Dublin, Ireland Duration: 11 Dec 2016 → 14 Dec 2016 |
Conference
Conference | 2016 International Conference on Information Systems |
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Abbreviated title | ICIS 2016 |
Country/Territory | Ireland |
City | Dublin |
Period | 11/12/16 → 14/12/16 |
Keywords
- Swift relationship
- uncertainty
- institutional structures
- purchase behavior