Abstract
This study examined the mediating effect of swift guanxi between consumer perception of product- and seller-related risks and repurchase intention in the context of Confucian-rooted culture. We issued 326 online questionnaires and obtained 277 valid responses. The structural equation modeling analysis results confirmed that swift guanxi could be used to inhibit the negative effect of product- and seller-related risks on repurchase intention and swift guanxi benefits repurchase intention. This study may be the first to associate online shopping risks, swift guanxi, and repurchase intention simultaneously in the context of Confucian-rooted culture.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
