The role of swift relationship and institutional structures in uncertainty reduction

Q. Huang, Carol Ou, R.M. Davison

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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.
Original languageEnglish
Title of host publicationProceedings of the 2016 International Conference on Information Systems (ICIS 2016)
Subtitle of host publicationDigital Innovation at the Crossroads
Place of PublicationDublin
PublisherAssociation for Information Systems
Publication statusPublished - Oct 2016
Event2016 International Conference on Information Systems - Convention Centre Dublin, Dublin, Ireland
Duration: 11 Dec 201614 Dec 2016

Conference

Conference2016 International Conference on Information Systems
Abbreviated titleICIS 2016
CountryIreland
CityDublin
Period11/12/1614/12/16

Fingerprint

Uncertainty
Institutional structure
Relational contracts
Buyers
Communication
Purchase behavior
Communication strategies
Seller
Contract theory
Electronic commerce
Communication processes
Online shopping

Keywords

  • Swift relationship
  • uncertainty
  • institutional structures
  • purchase behavior

Cite this

Huang, Q., Ou, C., & Davison, R. M. (2016). The role of swift relationship and institutional structures in uncertainty reduction. In Proceedings of the 2016 International Conference on Information Systems (ICIS 2016): Digital Innovation at the Crossroads Dublin: Association for Information Systems.
Huang, Q. ; Ou, Carol ; Davison, R.M. / The role of swift relationship and institutional structures in uncertainty reduction. Proceedings of the 2016 International Conference on Information Systems (ICIS 2016): Digital Innovation at the Crossroads. Dublin : Association for Information Systems, 2016.
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Huang, Q, Ou, C & Davison, RM 2016, The role of swift relationship and institutional structures in uncertainty reduction. in Proceedings of the 2016 International Conference on Information Systems (ICIS 2016): Digital Innovation at the Crossroads. Association for Information Systems, Dublin, 2016 International Conference on Information Systems, Dublin, Ireland, 11/12/16.

The role of swift relationship and institutional structures in uncertainty reduction. / Huang, Q.; Ou, Carol; Davison, R.M.

Proceedings of the 2016 International Conference on Information Systems (ICIS 2016): Digital Innovation at the Crossroads. Dublin : Association for Information Systems, 2016.

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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Huang Q, Ou C, Davison RM. The role of swift relationship and institutional structures in uncertainty reduction. In Proceedings of the 2016 International Conference on Information Systems (ICIS 2016): Digital Innovation at the Crossroads. Dublin: Association for Information Systems. 2016