Comparison of existing relevant literature with this study
| Main idea | Theory | Variables | |
|---|---|---|---|
| Klein and Sharma (2022) | Investigate the relationship between consumer decision-making style and consumer involvement in CGB model | – |
|
| Su et al. (2021) | Explore the mechanism of how role-based trust interacts with Guanxi to facilitate social media users' engagement behavior with their friends | Role Theory |
|
| Guanxi | |||
| Trust Theory | |||
| This study | Investigate the transfer mechanism of user's trust in dyadic contexts of social and commercial role-playing in the CGB program | Role Theory |
|
| Trust Theory |
| Main idea | Theory | Variables | |
|---|---|---|---|
| Investigate the relationship between consumer decision-making style and consumer involvement in CGB model | – | DV: intention to participate in CGB IDV: perfectionistic, high-quality, brand conscious, novelty-fashion conscious, recreational, hedonistic, price conscious, habitual, brand loyal, impulsive, careless, confused by over-choice ME: consumer involvement in CGB | |
| Explore the mechanism of how role-based trust interacts with Guanxi to facilitate social media users' engagement behavior with their friends | Role Theory | DV: social commerce engagement intention IDV: trusts towards friend role, trusts towards seller role, guanxi MO: guanxi, role conflict | |
| Guanxi | |||
| Trust Theory | |||
| This study | Investigate the transfer mechanism of user's trust in dyadic contexts of social and commercial role-playing in the CGB program | Role Theory | DV: resident action IDV: group leader's friend role, group leader's seller role, resident trust MO: resident trust |
| Trust Theory |
Note(s): DV – dependent variable, IDV – independent variable, ME – mediator, MO – moderator
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