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Interpersonal relationship building in social commerce communities: considering both swift guanxi and relationship commitment

Author

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  • Xusen Cheng

    (Renmin University of China)

  • Yu Gu

    (Tsinghua University)

  • Jian Mou

    (Xidian University
    University of Ottawa)

Abstract

The booming of social media facilitates the popularity of social commerce. In social commerce communities, relationship building is rather crucial. In this study, we consider both swift guanxi and relationship commitment to explore the interpersonal relationship building process in social commerce. Collecting 972 valid responses of social commerce community members, we identify four bond-based antecedents of swift guanxi, namely familiarity, interpersonal similarity, interactivity and personal information, which are all positively associated with swift guanxi. We also demonstrate that swift guanxi exerts a significant positive effect on relationship commitment, unveiling the process of relationship building between members in s-commerce communities. Furthermore, we also verify that swift guanxi has a significant positive impact only on social word-of-mouth (sWOM) adoption behavior, but not on sWOM behavior; while relationship commitment has reverse impacts, which are very interesting findings. Founders of social commerce communities may use these findings to promote the building of social commerce communities.

Suggested Citation

  • Xusen Cheng & Yu Gu & Jian Mou, 2020. "Interpersonal relationship building in social commerce communities: considering both swift guanxi and relationship commitment," Electronic Commerce Research, Springer, vol. 20(1), pages 53-80, March.
    • Handle: RePEc:spr:elcore:v:20:y:2020:i:1:d:10.1007_s10660-019-09375-2
    DOI: 10.1007/s10660-019-09375-2
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    Cited by:

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    2. Moses Agyemang Ameyaw & Binghai Sun & Samuel Antwi & Geoffrey Bentum-Micah & Jonathan Edmund Ameyaw, 2022. "Relationship beyond the Workplace: Impact of Guanxi GRX Scale on Employee Engagement and Performance," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
    3. Ree Chan Ho & Muslim Amin, 2023. "Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 585-598, September.
    4. Nan, Dongyan & Lee, Haein & Kim, Yerin & Kim, Jang Hyun, 2022. "My video game console is so cool! A coolness theory-based model for intention to use video game consoles," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    5. Isaac Kofi Mensah & Guohua Zeng & Chuanyong Luo, 2023. "Determinants of Social Commerce Purchase and Recommendation Intentions Within the Context of Swift Guanxi Among Chinese College Students," SAGE Open, , vol. 13(2), pages 21582440231, June.
    6. Miao, Yumeng & Du, Rong & Ou, Carol, 2022. "Guanxi circles and light entrepreneurship in social commerce : The roles of mass entrepreneurship climate and technology affordances," Other publications TiSEM f19a203f-abb6-4835-9c34-2, Tilburg University, School of Economics and Management.
    7. Satish Kumar & Weng Marc Lim & Nitesh Pandey & J. Christopher Westland, 2021. "20 years of Electronic Commerce Research," Electronic Commerce Research, Springer, vol. 21(1), pages 1-40, March.
    8. Wenkun Zhang & Yanan Wang & Tao Zhang & Jinhua Chu, 2022. "Live-streaming community interaction effects on travel intention: the mediation role of sense of community and swift-guanxi," Information Technology & Tourism, Springer, vol. 24(4), pages 485-509, December.

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