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Article
Publication date: 13 July 2021

Hongquan Chen, Shuhua Zhang, Bingjia Shao, Wei Gao and Yujin Xu

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.

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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.

Article
Publication date: 19 October 2010

Bo Xu, Zhangxi Lin and Bingjia Shao

As a type of electronic commerce, online C2C markets have experienced a rapid growth in both sales volume and user numbers. Buy‐it‐now (BIN) auction is a mechanism to…

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Abstract

Purpose

As a type of electronic commerce, online C2C markets have experienced a rapid growth in both sales volume and user numbers. Buy‐it‐now (BIN) auction is a mechanism to facilitate online auctions, and is adopted by the major online C2C marketplaces. This study aims to investigate consumers' purchase and adoption of risk relief service in BIN auctions in the online C2C market from the perspective of perceived risk.

Design/methodology/approach

A research model is developed based on relevant theory. Data are collected from American and Chinese consumers through a web‐based experiment system that simulates the transaction process on online C2C markets. The proposed hypotheses are tested with logistic and multiple linear regressions.

Findings

The results show that buyer's purchase behavior and usage of risk relief service for a transaction in BIN auctions are determined by the perceived risk, which is influenced by the buyer's risk attitude, seller online reputation, and the product price and type.

Practical implications

This study provides an in‐depth understanding of consumers' behaviors on online C2C markets at transaction level, and makes implications for online marketplace operation and business strategy making.

Originality/value

The primary value of this paper lies in providing a better understanding of consumers' behaviors on online C2C market, and investigating the factors that influence the consumers' purchase and adoption of risk relief service in online BIN auctions from the perceived risk perspective.

Details

Internet Research, vol. 20 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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