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

Chen, Hongquan; Zhang, Shuhua; Shao, Bingjia; Gao, Wei; Xu, Yujin

doi:10.1108/intr-05-2020-0252

Public

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

Shared by NobleBlocks on Jul 12, 2021 • 12:00 AM UTC

Authors:

Hongquan Chen

Shuhua Zhang

Bingjia Shao

Abstract

Purpose The 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/approach Based on survey data obtained from 336 Taobao Live users, PLS techniques were used to t...

Subject

Guanxi

Swift

Affect (linguistics)

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