Paper Type
ERF
Description
Given the cultural uniqueness of China, swift guanxi has been demonstrated as a substantial factor in directing purchase intention in social commerce. Although many studies examined swift guanxi in live-streaming shopping, the majority of the studies were conducted using a cross-sectional design, suffering from shortages in which no understanding of the long-term causal effect of swift guanxi and its antecedents. The purpose of this study is to examine how swift guanxi has a continuous long-term effect on purchase intention. In addition, how streamers' characteristics (i.e. attractiveness, expertise) and social interaction (i.e., WOM) affect swift guanxi over a period of time. A conceptual model is developed and empirically tested based on four waves of a longitudinal survey of viewers who have repeated watching experiences for the same live-streaming shopping program. This study contributes to increasing the validity of the research model concerning swift guanxi in the context of live-streaming shopping using th
Paper Number
1360
Recommended Citation
Hsu, Chiung-Wen and Fu, JenRuei Fred, "Longitudinal analysis assessing swift guanxi on live streaming shopping" (2023). AMCIS 2023 Proceedings. 2.
https://aisel.aisnet.org/amcis2023/sig_globdev/sig_globdev/2
Longitudinal analysis assessing swift guanxi on live streaming shopping
Given the cultural uniqueness of China, swift guanxi has been demonstrated as a substantial factor in directing purchase intention in social commerce. Although many studies examined swift guanxi in live-streaming shopping, the majority of the studies were conducted using a cross-sectional design, suffering from shortages in which no understanding of the long-term causal effect of swift guanxi and its antecedents. The purpose of this study is to examine how swift guanxi has a continuous long-term effect on purchase intention. In addition, how streamers' characteristics (i.e. attractiveness, expertise) and social interaction (i.e., WOM) affect swift guanxi over a period of time. A conceptual model is developed and empirically tested based on four waves of a longitudinal survey of viewers who have repeated watching experiences for the same live-streaming shopping program. This study contributes to increasing the validity of the research model concerning swift guanxi in the context of live-streaming shopping using th
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