How Does Social Support Affect the Retention Willingness of Cross-Border E-Commerce Sellers?

Abstract

E-commerce research usually focuses more on how to protect consumers’ rights and increase their purchase intention from the perspective of consumers. However, we still lack understanding of e-commerce sellers, especially cross-border e-commerce sellers. Based on the stimulus-body-response theory, this paper built a moderated mediation model to test the relationships among social support, perceived benefits, perceived usefulness and sellers’ willingness to retain. The results show that social support has a positive impact on perceived benefits and sellers’ willingness to retain; perceived benefits play a partial intermediary role between social support and sellers’ willingness to retain; and perceived usefulness moderates these mediating effects. The research results further expand the perspective of e-commerce research and reveal the mechanism and boundary conditions of the influence of social support on the retention willingness of cross-border e-commerce sellers.

Privacy paradox resolution in mHealth: the moderating effect of rationality degree

“…From an empirical study, several interesting conclusions can be drawn. First, informational support and emotional support have a positive influence on perceived benefits, which is consistent with research done on e-commerce (Shen et al. , 2022), healthcare (Zhao et al.…”

“…From an empirical study, several interesting conclusions can be drawn. First, informational support and emotional support have a positive influence on perceived benefits, which is consistent with research done on e-commerce (Shen et al, 2022), healthcare (Zhao et al, 2022), and other fields. Our findings confirmed that when users think that they can obtain more health or treatment information, and get care and understanding from others, their perceived benefits will also increase.…”

“…Furthermore, users can gain experience or health information from other patients, to help them better understand and improve their health status (Zhang et al, 2018;Li and Yan, 2020). Current studies have indicated that informational support significantly affects perceived benefits (Zhao et al, 2022;Shen et al, 2022). When users think that they can get more informational support by using MHSP, their perceived benefits will also increase.…”

“…However, MHSP can avoid these limitations and provide users with emotional support from others. Researchers have found that emotional support significantly impacts perceived benefits (Shen et al, 2022;Ingram et al, 2021). In mHealth, when users receive emotional support because they feel loved or cared for by others, perceived benefits are increased.…”