A new exploration of signaling theory in social commerce facilitated cross-border retailing: A four-stage approach
通过四阶段方法，利用不同数据源和方法，揭示了五个信号要素在解决社交商务跨境电子商务信息不对称中的作用机制，并分析了不同消费者群体中信息因素的重要性排序。
This study offers a holistic interpretation of signaling theory by demonstrating a four-stage research rationale innovatively to unveil the mechanism of five signaling elements in resolving the information asymmetry in social commerce-facilitated cross-border e-commerce. Using different data sources and methods, stages 1 and 2 cross-validate the significance of the signaling elements that are deconstructed as second-order constructs and mirror the dual routes in the elaborated likelihood model. The artificial neural networking analysis in stage 4 reveals the importance ranks of the information factors in three consumer segments that are identified via unobserved heterogeneity analysis regarding the receiver's moderating role in stage 3.