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

被引：145
|
作者：
Lin, Jiabao [1 ]
Luo, Zhimei [1 ]
Cheng, Xusen [2 ]
Li, Lei [1 ]
机构：
[1] South China Agr Univ, Coll Econ & Management, Guangzhou 510642, Guangdong, Peoples R China
[2] Univ Int Business & Econ, Sch Informat Technol & Management, Beijing 100029, Peoples R China
来源：
INFORMATION & MANAGEMENT | 2019年 / 56卷 / 02期
基金：
美国国家科学基金会;
关键词：
Social commerce; Swift guanxi; Mutual understanding; Reciprocal favor; Relationship harmony; CONSUMER TRUST; MEDIATING ROLE; STICKINESS; INTENTION; IMPACT; SYSTEMS; ENVIRONMENTS; ORIENTATION; TECHNOLOGY; ACCEPTANCE;
D O I：
10.1016/j.im.2018.05.009
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
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 agricultural product consumers in social commerce were used in PIS 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.
引用
收藏
页码：213 / 224
页数：12
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