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Understanding Chinese consumer engagement in social commerce: The roles of social support and swift guanxi

Jiabao Lin (College of Economics and Management, South China Agricultural University, Guangzhou, China)
Lei Li (College of Economics and Management, South China Agricultural University, Guangzhou, China)
Yanmei Yan (College of Economics and Management, South China Agricultural University, Guangzhou, China)
Ofir Turel (Mihaylo College of Business and Economics, California State University, Fullerton, Fullerton, California, USA)

Internet Research

ISSN: 1066-2243

Article publication date: 6 February 2018

4689

Abstract

Purpose

Building on the Chinese guanxi perspective, the purpose of this paper is to develop a theoretical model that explains the indirect effects of social support from friends on social commerce intentions, as mediated through the relational aspects that potential buyers develop with sellers.

Design/methodology/approach

Hypotheses are tested with partial least squares (PLS)-graph applied to data collected via a survey of social media users (n=511). SPSS and PLS-graph are the statistical analysis tools used in this study.

Findings

Relationship exists in social commerce interactions and its quality can be captured by swift guanxi and trust. These swift relationships matter as they drive users’ behavioral intentions on social commerce sites. The informational and social support people receive from friends helps in improving the relationship quality and can indirectly influence user behaviors on these sites.

Research limitations/implications

This study has relied on a convenient sampling and this may limit the generalizability of the findings. Future research should employ broader and more random sampling techniques to re-validate and extend the findings.

Originality/value

The interpersonal aspect of relationship quality has received little attention in the social commerce literature. This study develops a theoretical model that explains consumers’ intention in social commerce. The findings reveal the mechanisms through which different types of social support indirectly influence social commerce intentions. They provide a unique glimpse into consumer behavior in Chinese settings, in which the guanxi aspect of relationship quality highly matters.

Keywords

Acknowledgements

This work was supported by the grants from the National Science Foundation of China (71501078, 71332001, 71633002, 71333004), a grant from the Excellent Young Teacher Foundation in Guangdong Province (YQ2015031), and a grant from the Philosophical and Social Science Foundation of Guangdong Province (GD14CGL10).

Citation

Lin, J., Li, L., Yan, Y. and Turel, O. (2018), "Understanding Chinese consumer engagement in social commerce: The roles of social support and swift guanxi", Internet Research, Vol. 28 No. 1, pp. 2-22. https://doi.org/10.1108/IntR-11-2016-0349

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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