This study explores the role of design affordance of social display features in mobile social e-commerce with recommendations. Building upon the intersection of signaling theory and construal level theory, we address two paradoxes regarding social and temporal cues in recommending (close social distance vs. limited feedback and recency vs. magnitude). The results from four experiments indicate that friend-based feedback induces larger purchases than crowd-based feedback. Temporal distance moderates this relationship. Specifically, when temporal cues indicate proximal distance, recommendations from friends (by showing their feedback) are more persuasive than those from crowds. Conversely, the opposite occurs at further temporal distance.

中文翻译：

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如何使移动社交电商的推荐更有效：社交特征和时间线索的作用


本研究探讨了社交显示功能的设计可供性在移动社交电子商务中的作用以及推荐。基于信号理论和解释水平理论的交叉，我们解决了推荐中关于社交和时间线索的两个悖论（近距离社交距离与有限的反馈以及新近度与幅度）。四项实验的结果表明，基于朋友的反馈比基于人群的反馈更能引起更大的购买。时间距离调节这种关系。具体来说，当时间线索表明邻近距离时，来自朋友的推荐（通过显示他们的反馈）比来自人群的推荐更有说服力。相反，在更远的时间距离处，情况相反。