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.
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