3 years ago

Understanding the interplay of social commerce affordances and swift guanxi: An empirical study

Lei Li, Zhimei Luo, Jiabao Lin, Xusen Cheng
Prior studies highlight consumer behavior in social commerce from the perspective of relational exchange, while culture-driven aspects have been neglected. Given cultural uniqueness in China, this study develops a research model to explore the effects of key social commerce affordances on swift guanxi dimensions and subsequent purchase intention. Data from 450 social commerce users were used in PLS analysis for testing the proposed research model. The results indicate that interactivity, stickiness, and word of mouth exert positive effects on mutual understanding, reciprocal favor, and relationship harmony, to various degrees. In turn, swift guanxi dimensions are determinants of consumers’ purchase intention in social commerce.
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