The Mediating Effect of Swift Guanxi between Consumer Perception of Product-and Seller-Related Risks and Repurchase Intention

This study examined the mediating effect of swift guanxi between consumer perception of product- and seller-related risks and repurchase intention in the context of Confucian-rooted culture. We issued 326 online questionnaires and obtained 277 valid responses. The structural equation modeling analysis results confirmed that swift guanxi could be used to inhibit the negative effect of product- and seller-related risks on repurchase intention and swift guanxi benefits repurchase intention. This study may be the first to associate online shopping risks, swift guanxi, and repurchase intention simultaneously in the context of Confucian-rooted culture.