Determinants of Social Commerce Purchase and Recommendation Intentions Within the Context of Swift Guanxi Among Chinese College Students

Abstract

This study examined the factors determining social commerce purchase and recommendation intentions within the context of swift guanxi. The data analysis was conducted with Smart PLS 3.0 using the structural equation modeling technique. The results have illustrated that perceived usefulness and perceived ease of use were significant in determining both the recommendation and social commerce purchase intentions. In addition, eWOM was also a significant predictor of both social commerce purchase and recommendation intentions. Interestingly the results showed that trust in social network sites was not significant in influencing social commerce purchase and recommendation intentions. Also, mutual understanding and relationship harmony were found to predict the social commerce purchase and recommendation intentions. The implications of these and other results findings of the study are discussed.