mechanisms (PESIM) and swift guanxi) affect perceived uncertainty in social commerce, which in turn affects buyers' purchase … relationships between situational normality and perceived uncertainty, swift guanxi and perceived uncertainty. Perceived uncertainty … reduction and sheds light on the relationships among situational normality, PESIM, swift guanxi and perceived uncertainty based …

indicate that interpersonal interaction factors of both online vendors and online recommenders positively affect swift guanxi … and initial trust between consumers and online vendors. Swift guanxi and initial trust positively affect consumers … swift guanxi does not mediate between perceived similarity of online recommenders and purchase intention. Practical …