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How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi

Hongquan Chen (School of Economics and Business Administration, Chongqing University, Chongqing, China)
Shuhua Zhang (College of Business Administration, Chongqing Three Gorges University, Chongqing, China)
Bingjia Shao (School of Economics and Business Administration, Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing, China)
Wei Gao (Business and Tourism School, Sichuan Agricultural University, Chengdu, China)
Yujin Xu (School of Management, Harbin Institute of Technology, Harbin, China)

Internet Research

ISSN: 1066-2243

Article publication date: 13 July 2021

Issue publication date: 18 January 2022

2452

Abstract

Purpose

The purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.

Design/methodology/approach

Based on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.

Findings

Swift guanxi exists in buyer-seller interactions and matters, as it drives buyers' purchase intention in live stream shopping. Perceived expertise, perceived similarity and perceived likeability are found to be the three essential interpersonal interaction factors promoting the formation of swift guanxi. Perceived familiarity is also found to be significant but to a lesser extent. In addition, all these interpersonal interaction factors are found to significantly affect purchase intention through the mediation of swift guanxi.

Originality/value

Swift guanxi has been less explored in live stream shopping. This study takes the lead in empirically examining the mediating role of swift guanxi in the relationship between interpersonal interaction factors and purchase intention and offers a description of key buyer-seller interpersonal interaction factors (perceived expertise, perceived similarity and perceived likeability), thereby helping to extend the swift guanxi literature in social commerce.

Keywords

Acknowledgements

Thanks to Songshan (Sam) Huang, Bo Pu, XiaoXiao Gong, Yong Zhang and Jijun Kang for their assistance in improving the study. Thanks to anonymous reviewers for all their valuable opinions and suggestions.

Funding: This study was supported by the Fundamental Research Funds for the Central Universities of Chongqing University (Project No. 2019 CDJSK 02 XK 12).

Citation

Chen, H., Zhang, S., Shao, B., Gao, W. and Xu, Y. (2022), "How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi", Internet Research, Vol. 32 No. 1, pp. 335-361. https://doi.org/10.1108/INTR-05-2020-0252

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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