The Impact of Impression Management on Purchase Intentions in Online Auctions: The Moderating Effects of Relationship Norms

@inproceedings{Yen2013TheIO,
  title={The Impact of Impression Management on Purchase Intentions in Online Auctions: The Moderating Effects of Relationship Norms},
  author={Wan-Chu Yen and Timmy H. Tseng},
  booktitle={PACIS},
  year={2013}
}
The IT-mediated nature of e-commerce creates the uncertainty in online buyer-seller relationships where online buyers are difficult to personally scrutinize sellers, leading to many challenges for online sellers to win buyers’ trust. In order to overcome this problem, according to impression management theory and relationship theory, this research proposes a research framework for understanding how impression management tactics can be used by sellers to create a positive impression in the minds… CONTINUE READING

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