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Purpose: Social commerce (s-commerce) is an online business model combining commercial and social features. Vendors may engage in a business-oriented relationship with customers and/or establish a personal relationship with customers. The role performed by the vendors may not match customer expectations and needs, resulting in low repurchase intention. Drawing on role theory in the context of customer orientation, this study integrates functional customer orientation (FCO) and relational customer orientation (RCO) with the expectation–confirmation model (ECM) to propose a theoretical framework for explaining customers' post-consumption behaviors. This study also examines how product-specific attributes moderate the effect of FCO and RCO on customer satisfaction. Design/methodology/approach: This study analyzed 273 survey responses from WeChat users by using PLS-SEM. Findings: The results confirmed that the confirmation of customer expectations positively affected FCO and RCO. Additionally, FCO and RCO had different effects on customer satisfaction, depending on product type and brand awareness, and their effects on customers' post-consumption behaviors also varied. Research limitations/implications: The findings suggest that both business and social roles are important to customers in C2C s-commerce. This study also demonstrates product characteristics moderating the effectiveness of customer orientation on customer satisfaction. Practical implications: This study provides empirical support for vendors and platform developers to implement appropriate selling strategies and manage customer expectations in C2C s-commerce. Originality/value: This study is the first to incorporate FCO and RCO into the ECM theoretical framework to obtain new insights into vendors' selling approaches in C2C s-commerce, thus contributing to the marketing literature. [ABSTRACT FROM AUTHOR]

Time banking is deemed as a sustainable solution to meet the needs of social services in local communities. This is particularly so for elderly care related services as many countries are experiencing growth in the aged population. Due to the absence of trust, the participation rate in time banking activities has been relatively low, reducing the effectiveness of service exchange. An empirical understanding of how time banking organizers (e.g., NGOs) swiftly cultivate trust is absent in the literature. Within this study, an integrated framework based on trust transfer and social support theories explains how offline and online sources of trust affect individuals' swift trust in NGOs and subsequent prosocial behavior after a brief exposure. PLS-SEM analysis indicated that online and offline sources of trust, except disposition to trust, significantly influenced swift trust belief, which in turn affected prosocial behavior. Our study provides managerial guidance for organizers promoting time banking programs. • Examining swift trust development bases on trust transfer and social support theory. • Category and institution-based trust positively affect swift trust towards an NGO. • Perceptions of online social support positively affect participants' swift trust. • Swift trust affects three types of new members' prosocial behaviors in time banking. [ABSTRACT FROM AUTHOR]