Title: Research on user generated content behaviours in social shopping community based on swift Guanxi perspective

Authors: Wei Zhang; Sumeet Gupta

Addresses: School of Economics and Management, NanChang HangKong University, 696 South Fenghe Road, Nanchang Jiangxi 330000, China ' Indian Institute of Management Raipur, GEC Campus-Sejbahar, Raipur, 492015, India

Abstract: Over the past few years, the study of factors influencing the user generated content (UGC) in the social shopping community has gained attention from academia and industry. What is missing in the literature is the effect of swift Guanxi. This study examines the UGC behaviour from swift Guanxi perspective. Drawing from stimulus-response theory, this study establishes the role of swift Guanxi in influencing UGC based on the data collected from 338 Chinese social shopping community users. The results show that interest, perceived interactivity and perceived similarity between customers and sellers has a positive impact on swift Guanxi and trust; trust is positively related with swift Guanxi; swift Guanxi has a positive influence on user generated content (UGC) and purchase intention. The mediation effects of swift Guanxi in the Model have also been examined.

Keywords: social shopping community; swift Guanxi; UGC; user generated content.

DOI: 10.1504/IJSOI.2018.094655

International Journal of Services Operations and Informatics, 2018 Vol.9 No.3, pp.207 - 222

Received: 12 Apr 2017
Accepted: 22 Oct 2017
Published online: 11 Sep 2018 *

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