Research On Investigating The Impact Of Website Quality And Guanxi On Costumer's Purchase Intention In Social Commerce:Comparative Analysis Chinese Consumers And Foreign Consumers In China

With social network sites increasingly being used as a platform for advertising,social commerce has started going mainstream.For companies seeking business success in the social commerce,it is important to understand consumers' purchase intention towards advertised products.Chin?'s econ?my h?s witnessed r??id growth over the l?st dec?de ?nd its ?ss?ciated middle class with l?rge ?urch?sing ?otential h?s signific?ntly incre?sed ?s ? result.However,China is also perceived as a challenging destination for Western expatriates due to its distinct social,economic,cultural,and institutional environments.Therefore,it is important to understand what affects consumer behavior in social commerce,in particular,of the Chinese consumer intention and foreign consumer intention in China.This study adopts stimuli-organism-response model to investigate how the website quality(system quality and service quality)and guanxi elements(ganqing,renqing and mianzi)affect consumer trust in social network sites and attitude towards advertising and subsequent purchase intention.Online survey method with a total 688 valid questionnaires social commerce consumers in the Mainland China was used to verify the model;400 responders are Chinese costumers and 288 responders are foreign consumers who are living in China.The empirical findings among Chinese consumers showed that website quality and mianzi and renqing(as elements of guanxi)have positive impacts on consumers' trust in social network site and their attitude toward advertising.Ganqing was found to have no significant impact on the attitude toward advertising.Meanwhile,consumers' attitude toward advertising positively predicts their purchase intention of advertised products in the social commerce.The empirical findings among Foreign consumers in China showed that website quality and mianzi(as element of guanxi)have positive impacts on consumers' trust in social network site and their attitude toward advertising.Ganqing was found to have positive impacts on consumers' trust in social network site,but no significant impact on the attitude toward advertising.Renqing was found no significant impact on consumers' trust in social network site,but have positive impacts on the attitude toward advertising.Meanwhile,consumers' attitude toward advertising positively predicts their purchase intention of advertised products in the social commerce.This study provides both theoretical contributions for researchers and practical implications for companies to understand consumers' purchase intention in the social commerce.