Understanding Chinese consumer engagement in social commerce The roles of social support and swift guanxi
Jiabao Lin, Lei Li, Yanmei Yan, Ofir Turel
INTERNET RESEARCH | EMERALD GROUP PUBLISHING LTD | Published : 2018
Purpose: Building on the Chinese guanxi perspective, the purpose of this paper is to develop a theoretical model that explains the indirect effects of social support from friends on social commerce intentions, as mediated through the relational aspects that potential buyers develop with sellers. Design/methodology/approach: Hypotheses are tested with partial least squares (PLS)-graph applied to data collected via a survey of social media users (n=511). SPSS and PLS-graph are the statistical analysis tools used in this study. Findings: Relationship exists in social commerce interactions and its quality can be captured by swift guanxi and trust. These swift relationships matter as they drive u..View full abstract
Awarded by National Science Foundation of China
Awarded by Excellent Young Teacher Foundation in Guangdong Province
Awarded by Philosophical and Social Science Foundation of Guangdong Province
This work was supported by the grants from the National Science Foundation of China (71501078, 71332001, 71633002, 71333004), a grant from the Excellent Young Teacher Foundation in Guangdong Province (YQ2015031), and a grant from the Philosophical and Social Science Foundation of Guangdong Province (GD14CGL10).