Wu, Wen-Kuei; Wu, Hsiao-Chung; Lai, Chih-Sung - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 6, pp. 1266-1284
Purpose: This study aims to explore how a buyer's perceived buyer-seller (B-S) guanxi facets (i.e. ganqing, renqing and mianzi) and guanxi positions (i.e. zi-ji-ren, shou-ren and sheng-ren) affect the seller's influence effectiveness (SIE) and purchase intention (PI) in social commerce....