The Mediating Role of swift Guanxi Among Buyer'S Perceived Uncertainty, Purchase Experience and Repurchase Intention: An Analysis of C2C Buyer's Perceptions in Taiwan

Abstract

Our study aims to investigate how a buyer's perceived uncertainty strengthens the buyer-seller swift guanxi and explore the role of swift guanxi in facilitating product experience and repurchase intention in online commerce context. This study conducts a questionnaire survey and utilizes the Partial Least Square (PLS) path model to analyze the collected data. Based on the 332 responses, the result reveals that two of swift guanxi facets—reciprocal favours and relationship harmony are positively related to the buyer's product experience and repurchase intention. The product experience and reciprocal favours are the major facilitators of repurchase intention. Perceived uncertainty can strengthen swift guanxi, and reciprocal favours and relationship harmony do positively mediate the relationship of perceived uncertainty—product experience and uncertainty—repurchase intention. Accordingly, we provide several theoretical and practical implications and future research directions.