Semantic Scholar Open Access 2019 203 sitasi

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

Jiabao Lin Zhimei Luo Xusen Cheng Lei Li

Abstrak

Abstract 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 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.

Topik & Kata Kunci

Computer Science Sociology

Penulis (4)

Jiabao Lin

Zhimei Luo

Xusen Cheng

Lei Li

Format Sitasi

APA MLA BibTeX

Lin, J., Luo, Z., Cheng, X., Li, L. (2019). Understanding the interplay of social commerce affordances and swift guanxi: An empirical study. https://doi.org/10.1016/J.IM.2018.05.009

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Informasi Jurnal

Tahun Terbit: 2019
Bahasa: en
Total Sitasi: 203×
Sumber Database: Semantic Scholar
DOI: 10.1016/J.IM.2018.05.009
Akses: Open Access ✓