The Impact of Buyer-Seller Guanxi Positioning in Social Commerce Intention: The Buyer’s Perspective
نویسندگان
چکیده
This study investigates the impact of buyer-seller guanxi positioning on buyers’ sharing intention and purchase in social commerce. Applying confirmatory factor analysis cluster to survey data from a sample university students Taiwan, four clusters are identified: zi-ji-ren, affective shou-ren, nominal sheng-ren. By using multiple variance, profiled terms their facets, intention, purchasing intention. Our results show that buyer’s with seller different levels each facet, specific position further determines research effect facets perspective commerce
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ژورنال
عنوان ژورنال: Journal of Small Business Strategy
سال: 2022
ISSN: ['2380-1751', '1081-8510']
DOI: https://doi.org/10.53703/001c.32295