The influence of community engagement on seller opportunistic behaviors in e-commerce platform

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

“…Specifically, the existing research believes that the development of cross-border e-commerce mainly depends on the buyer’s willingness to buy continuously, and it is assumed that buyers are more easily influenced by the harmful effects of sellers’ opportunistic behavior ( Guo et al, 2018 ). Therefore, most of the existing studies only start from the buyer’s perspective, discussing how to protect consumers’ rights ( Wang et al, 2021 ) and increase consumers’ purchase intentions ( Escandon-Barbosa and Rialp-Criado, 2019 ; Liu et al, 2020 ; Guitart and Stremersch, 2021 ). This research shows that, due to the complexity of cross-border e-commerce transactions and the impact of information asymmetry, sellers are also vulnerable to opportunistic behaviors by buyers, such as chargeback fraud.…”

“…This article has contributed to the literature related to cross-border e-commerce in the following aspects. Firstly, different from the existing literature that focuses on the protection of buyers’ rights ( Wang et al, 2021 ) and the promotion of purchase intentions ( Escandon-Barbosa and Rialp-Criado, 2019 ; Liu et al, 2020 ; Guitart and Stremersch, 2021 ). This article reveals the mechanism that can enhance sellers’ willingness to retain from the perspective of sellers.…”

“…It is worth noting that, by reviewing the previous literature, we found that most of the previous studies were from the perspective of consumers. They assume that consumers are the weaker party in online shopping, discuss how to protect consumers’ rights ( Wang et al, 2021 ) and increase consumers’ willingness to buy ( Escandon-Barbosa and Rialp-Criado, 2019 ; Liu et al, 2020 ; Guitart and Stremersch, 2021 ). They believe that opportunistic behavior of sellers seems particularly common in these computer-mediated trading environments ( Hong, 2015 ; Kim and Koo, 2016 ).…”

“…From the perspective of sellers, there are relatively few papers study on factors affecting sellers’ retention intentions. Most of existing research focuses on the study of consumer behavioral intentions, emphasizing how to protect consumers from sellers’ opportunistic behavior ( Wang et al, 2021 ) and increase consumers’ willingness to buy ( Escandon-Barbosa and Rialp-Criado, 2019 ; Liu et al, 2020 ; Guitart and Stremersch, 2021 ). Although previous research has enriched our understanding of cross-border e-commerce buyers and provided useful suggestions for improving consumers’ purchasing intentions.…”

“…Specifically, as the main place for cross-border transactions, third-party online transaction platforms are critical to the development of cross-border e-commerce. However, existing research focuses on the protection of consumers’ rights ( Wang et al, 2021 ) and the enhancement of consumers’ willingness to buy ( Escandon-Barbosa and Rialp-Criado, 2019 ; Liu et al, 2020 ; Guitart and Stremersch, 2021 ). This article explores the moderating effect of the platform’s perceived usefulness on the relationship between the seller’s perceived benefits and retention intention, and provides a new perspective for the research on the platform’s perceived usefulness.…”