A Dual-role Trust Model for Social Commerce: A Guanxi Perspective

Chao Su, Qingfei Min, Eusebio Scornavacca, Zilong Liu

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Different from traditional e-commerce platforms, friend-to-friend (Fr2Fr) social commerce transactions occur among friends within a private network on social media. In this particular context, users assess their friend with dual roles in the decision-making process: friend role and seller role. Based on role theory, this study develops a dual-role trust model for exploring trust mechanisms within multiple roles. Furthermore, this study adopts a unique Guanxi perspective to explore the behavioral interplay among friends. The moderating effects of Guanxi on role-based trust are tested using a survey of 317 WeChat users. Theoretical and practical implications are discussed.

Original languageEnglish (US)
Article number103512
JournalInformation and Management
Issue number7
StatePublished - Nov 2021
Externally publishedYes


  • Dual-role
  • Guanxi
  • Role theory
  • Social commerce
  • Trust

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management


Dive into the research topics of 'A Dual-role Trust Model for Social Commerce: A Guanxi Perspective'. Together they form a unique fingerprint.

Cite this