Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan

This study aims to explore if traditional guanxi facets (i.e., ganqing, renqing and mianzi) between buyer and seller affect buyer's trust in seller, recommendation and purchase intention in social commerce. It also investigates the mediating effects of recommendation intention and trust in seller on the relationship between guanxi facets and purchase intention. This study used an online survey in Taiwan and the partial least squares (PLS) model to test the hypotheses. Drawing on a sample of 323 respondents in Taiwan, the results show that (a) ganqing, renqing and trust in seller have positive effects on recommendation intention, (b) all guanxi facets exert positive effects on trust in seller, (c) ganqing and mianzi contribute to recommendation intention via trust in seller, (d) renqing benefits directly purchase intention but also via recommendation intention, and (e) trust in seller facilitates purchase intention via recommendation intention. This study might be the first to investigate the vital roles of traditional guanxi facets, rather than swift guanxi, in social commerce. This study also clarifies the mediating effects of buyer's recommendation intention and trust in seller on transferring traditional guanxi facets into purchase intention.

Automated summary

This study explores the impact of traditional guanxi facets (i.e., ganqing, renqing, and mianzi) between buyers and sellers on trust, recommendation, and purchase intention in social commerce. The results show that trust in seller and recommendation intention play significant mediating roles in transferring traditional guanxi facets into purchase intention, highlighting the importance of these factors in influencing consumer behavior in online environments.