Title: E-guanxi: Theoretical underpinnings and scale development.
Authors: Zhou, Wenkai; Hyman, Michael R.; Liu, Ran; Wang, Dongming
Abstract: China is now a world-leading e-commerce market. As a result, studies to deconstruct online relationships in China can inform marketing scholarship and practice. Hence, our primary goal is to create an improved e-tailing-centric e-guanxi scale to assess guanxi in online B2C and C2C commerce contexts. We also explore and confirm the factors contributing to and stemming from e-guanxi. Two survey-based online studies of Chinese university students were used to test a PLS-SEM model with e-guanxi as the central construct, online communication as the antecedent, and buyer satisfaction, word-of-mouth, and repurchase intention as the consequents. By informing e-guanxi -enhancing strategies, this research can provide insights into e-guanxi 's effect on Chinese e-tail markets and help identify the best e-guanxi -enhancing practices.
Subjects: CHINA; CHINESE-speaking students; MARKETING; GUANXI; SATISFACTION; COLLEGE students
Publication: International Journal of Market Research, 2025, Vol 67, Issue 1, p112
ISSN: 1470-7853
Publication type: Academic Journal
DOI: 10.1177/14707853241284764

E-guanxi: Theoretical underpinnings and scale development.

Zhou, Wenkai; Hyman, Michael R.; Liu, Ran; Wang, Dongming