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

PurposeThe 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/approachBased on survey data obtained from 336 Taobao Live users, PLS techniques were used to test...

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Bibliographic Details
Published in:Internet research 2022-01, Vol.32 (1), p.335-361
Main Authors: Chen, Hongquan, Zhang, Shuhua, Shao, Bingjia, Gao, Wei, Xu, Yujin
Format: Article
Language:English
Subjects:
Access to Information
Competitive advantage
Computers
Consumer behavior
Consumers
Electronic commerce
Environment
Familiarity
Intention
Interpersonal Attraction
Interpersonal Relationship
Literature Reviews
Merchandise Information
Personal relationships
Purchase intention
Purchasing
Resistance (Psychology)
Shopping
Similarity
Social Psychology
Stimuli
Streaming media
Synchronous Communication
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Summary:PurposeThe 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/approachBased on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.FindingsSwift 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/valueSwift 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.
ISSN:1066-2243
2054-5657
DOI:10.1108/INTR-05-2020-0252