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The nature of sellers’ cyber credit in C2C e-commerce: the perspective of social capital

Kun Liang (), Cuiqing Jiang (), Zhangxi Lin (), Weihong Ning () and Zelin Jia ()
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Kun Liang: Texas Tech University
Cuiqing Jiang: Hefei University of Technology
Zhangxi Lin: Texas Tech University
Weihong Ning: Texas Tech University
Zelin Jia: Texas Tech University

Electronic Commerce Research, 2017, vol. 17, issue 1, No 7, 133-147

Abstract: Abstract With the fast evolution of e-commerce, it is getting harder for traditional credit management systems to service online businesses with diversified needs in dynamic scenarios. This paper studies the nature of cyber credit from the perspective of social capital. We propose the credit assessment model using social capital variables extracted from the reputation system of an e-commerce platform and the associated online social network. In addition, we consider the dynamic and diversified effects of online reputation on sellers’ cyber credit, and we verify the rationality of the credit assessment model through analyzing the relationship between cyber credit and social network variables. We take Alibaba C2C e-commerce market as our experimental study platform and use the social networking information from Sina’s microblogging services. We find that social capital variables can be used to effectively measure the cyber credit of online sellers in C2C businesses.

Keywords: E-commerce; Cyber credit; Social capital; Reputation; Social network (search for similar items in EconPapers)
Date: 2017
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