Abstract
This study explores how social influence approaches alter buyer–seller swift guanxi, trust in the seller and repurchase intention when considering the influence of buyer dependence. Based on the results of an online survey in three cities of Taiwan, we empirically test the research model using partial least squares analysis. We found that buyer dependence exerts different but positive effects on each social influence approach usage and only the identification approach contributes to buyer–seller swift guanxi, trust in the seller and repurchase intention. The buyer–seller swift guanxi also mediates the effects of the identification approach and trust in the seller on repurchase intention. This study clarifies the role of buyer dependence on the seller’s social influence approaches and buyer–seller swift guanxi in the online C2C marketplace context. A seller should exploit buyer dependence, learn how to use each social influence approach and develop close buyer-seller swift guanxi, then repurchase intention can be secured.
Highlights
Intention When Considering BuyerPrior studies have confirmed that high-quality buyer–seller communication quality and buyer-seller relationship quality are the key success factors in the context of online marketplaces
The square root of the average variance extracted (AVE) of constructs excluding swift guanxi and trust in the seller was significantly higher than its correlation with other constructs and the AVE of these constructs was greater than 0.5, which confirmed the discriminant and convergent validity of measurement items [46]
Swift guanxi and trust in the seller were treated as the formative construct and their multicollinearity test revealed that all the VIFs of related items were less than the threshold of 10 [47] and all items weights were significant at p < 0.05
Summary
Prior studies have confirmed that high-quality buyer–seller communication quality and buyer-seller relationship quality are the key success factors in the context of online marketplaces. The former is constituted by technical features (e.g., interactivity, recommendations and feedback) [1] and online presence and service quality [2,3], the latter includes buyer–seller swift guanxi [1,4], the strength of the buyer–seller tie [5] and trust in the seller [6]. The first purpose of this study is to investigate the effects of each seller’s social influence approach on buyer–seller relationship quality (i.e., swift guanxi and trust in the seller) and examines their direct and indirect effects on repurchase intention in the context of online marketplaces
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