How Swift Guanxi Influences Product Evaluation and Repurchase Intention: An Analysis of C2C Buyer's Perceptions in Taiwan

Our study aims to investigate the effects of the buyer-seller swift guanxi facets in the buyer's product evaluation, which in turn facilitate the repurchase intention in online social commerce context. This study conducts a questionnaire survey and utilizes Partial Least Square (PLS) path model to examine how the buyer's product evaluation moderate the link between buyer-seller swift guanxi and repurchase intention. The result reveals that the positive effects of buyer-seller swift guanxi facets on buyer's perceived product quality and value except the effect of reciprocal favors. Furthermore, the reciprocal favors tends to decrease buyer's perception of product quality and repurchase intention. Besides, the buyer's product evaluation plays a mediating role between swift guanxi and repurchase intention in online social commerce context. All measures were self-reported by participants and more response should be collected. In the future, comparing the dyadic perspectives to explore theoretical, practical implications is also needed. Moreover, researcher should incorporate more contingent variables to examine the effect of swift guanxi.