“I Know It’S Your Fault, But I Blame the Matchmaker More:” Changes in Consumer Trust Toward Social Commerce Companies Due to Dissatisfying Purchases in a Two-Sided Market.

We examined whether the perceived main sources of service failure cause changes in consumer trust toward social commerce companies. When a business is two-sided, consumers attribute service failure experiences with merchants to the intermediary, the “social commerce company”. This was verified for all severity levels of service failure.



Citation:

Yaeeun Kim and Myeong-cheol Park (2013) ,"“I Know It’S Your Fault, But I Blame the Matchmaker More:” Changes in Consumer Trust Toward Social Commerce Companies Due to Dissatisfying Purchases in a Two-Sided Market.", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Yaeeun Kim, Korea Advanced Institute of Science and Technology, Republic of Korea
Myeong-cheol Park, Korea Advanced Institute of Science and Technology, Republic of Korea



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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