Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan
Abstract
:1. Introduction
2. Literature Review
2.1. Traditional Guanxi and Swift Guanxi
2.2. Trust and Recommendation in Social Commerce
3. Research Model and Hypotheses Development
4. Research Method
4.1. Instrument Development
4.2. Data Collection
5. Results
5.1. Measurement Model
5.2. Common Method Bias
5.3. Structural Model
6. Conclusions and Implications
6.1. Theoretical Implications
6.2. Practical Implications
6.3. Limitations and Suggestions for Future Research
Funding
Conflicts of Interest
Appendix A. Measurement Scales and Results of Factor Analysis
- ■
- I often feel very happy and comfortable when chatting with him (her) on social media a
- ■
- We are able to talk openly on social media as close friends a
- ■
- I am very prepared to help him (her) whenever he (she) needs
- ■
- We treat each other like a couple of good or old friends
- ■
- I have a feeling or brotherhood for him (her)
- ■
- Our relationship is based on helpfulness and repayment
- ■
- The practice of give and take of favors is a key part of the relationship
- ■
- I desire to return him (her) for his (her) favors
- ■
- I feel a sense of obligation for doing him (her) a favor a
- ■
- I feel very sorry if I cannot help him (her) a
- ■
- I never criticize him (her) on social media b
- ■
- I think my positive comments on social media will protect or improve his (her) face
- ■
- I think my negative comments on social media will damage his (her) face
- ■
- I will give high priority to his (her) invitation
- ■
- Protecting his (her) face on social media is very important
- Trust in seller [5] (Formative construct)
- ■
- He (she) is very knowledgeable and competent about his (her) products or services
- ■
- I think he (she) is an honest seller of complete integrity.
- ■
- I believed that he (she) would act in my best interests.
- ■
- I would like to introduce the products or services to my social media friends
- ■
- I want to share the products or services with my social media friends
- ■
- I want to recommend the products or services to my social media friends
- ■
- I will persuade others to buy the products or services c
- ■
- I will certainly buy the products or services due to his (her) posts on social media
- ■
- I will purchase the products or services from him (her) next time
- ■
- I definitely will think about buying the products or services from him (her) when I need
- ■
- I am very careful and watchful before buying the products or services
- ■
- I see the high risk when buying the products or services
- ■
- I have to spend much time to understand the products or services.
- ■
- I found these products or services to be unfamiliar c
- Note:
- a
- The item was excluded because the item loaded on the factors other than on the intended factor.
- b
- The item was excluded because the item did not load on the factor for which it was originally intended.
- c
- The item was excluded due to its indicator loading is lower than 0.55 [80].
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Measure | Item | Frequency | Percentage |
---|---|---|---|
Gender | Male | 170 | 51.93% |
Female | 153 | 48.07% | |
Age | 18 or below | 13 | 4.00% |
19–40 | 236 | 73.10% | |
41 or over | 74 | 22.90% | |
Educational level | High School or below | 32 | 9.90% |
College/University | 153 | 47.40% | |
Master | 121 | 37.50% | |
Ph.D. | 17 | 5.20% | |
Monthly income | Less than NTD 20,000 (USD 640) | 126 | 39.01% |
NTD 20,000~30,000 (USD 640~960) | 116 | 35.91% | |
NTD 30,000~40,000 (USD 960~1280) | 50 | 15.48% | |
NTD 40,000~50,000 (USD 1280~1600) | 18 | 5.57% | |
More than NTD 50,000 (USD 1600) | 13 | 4.02% | |
Type of products and services | |||
Accessories, cosmetics, footwear, handbags, etc. | 132 | 40.87% | |
Electronic products (smartphones, cameras, laptops, tablets, software, etc.) | 47 | 14.55% | |
Foods | 22 | 6.81% | |
Tourist services | 7 | 2.17% | |
Books and newspapers | 20 | 6.19% | |
Cosmetics and Accessories | 41 | 12.69% | |
Educational services and goods | 5 | 1.55% | |
Financial services (Insurance, stocks, debentures, etc.) | 11 | 3.41% | |
Healthcare and social services | 24 | 7.43% | |
Household commodities (TVs, washing machines, fridges, etc.) | 7 | 2.17% | |
Repair services | 3 | 0.93% | |
Others | 4 | 1.24% | |
Total | 323 | 100.00% |
Measure | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|
1. Ganqing | 0.906 | ||||||
2. Renqing | 0.835 | 0.851 | |||||
3. Mianzi | 0.655 | 0.655 | 0.878 | ||||
4. Trust in seller | 0.710 | 0.684 | 0.676 | 1 | |||
5. Recommendation intention | 0.723 | 0.712 | 0.621 | 0.823 | 0.896 | ||
6. Purchase intention | 0.492 | 0.56 | 0.438 | 0.525 | 0.637 | 0.846 | |
7. Purchase-decision Involvement | −0.3 | −0.257 | −0.305 | −0.281 | −0.186 | 0.14 | 0.867 |
Mean | 3.119 | 2.965 | 3.311 | 3.252 | 2.977 | 2.956 | 2.878 |
Standard deviation | 1.249 | 1.288 | 1.163 | 1.11 | 1.19 | 1.037 | 1.148 |
Mediation Paths | Direct Effects | Indirect Effects | Total Effects | VAF |
---|---|---|---|---|
Ganqing ➞ TRIS ➞ REC | 0.149 (2.029 *) | 0.194 (3.332 ***) | 0.342 (4.006 ***) | 0.567 |
Renqing ➞ TRIS ➞ REC | 0.185 (2.926 **) | 0.102 (1.884) | 0.286 (3.686 ***) | 0.357 |
Mianzi ➞ TRIS ➞ REC | 0.011 (0.189) | 0.206 (4.841 ***) | 0.217 (3.215 ***) | 0.949 |
Ganqing ➞ REC ➞ PI | 0.011 (0.123) | 0.078 (1.840) | 0.207 (2.325 *) | 0.377 |
Renqing ➞ REC ➞ PI | 0.214 (2.447 **) | 0.097 (2.838 **) | 0.373 (4.622 ***) | 0.260 |
Mianzi ➞ REC ➞ PI | 0.008 (0.132) | 0.006 (0.185) | 0.140 (2.041 *) | 0.043 |
TRIS ➞ REC ➞ PI | 0.051 (0.622) | 0.310 (5.560 ***) | 0.361 (5.224 ***) | 0.859 |
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Wu, W.-K. Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 377-394. https://doi.org/10.3390/jtaer16030024
Wu W-K. Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(3):377-394. https://doi.org/10.3390/jtaer16030024
Chicago/Turabian StyleWu, Wen-Kuei. 2021. "Does Traditional Guanxi Still Matter in Social Commerce: An Empirical Study in Taiwan" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 3: 377-394. https://doi.org/10.3390/jtaer16030024