Swift Guanxi in Online Marketplaces: The Role of Computer-Mediated Communication Technologies

Author List: Ou, Carol X. J.; Pavlou, Paul A.; Davison, Robert M.;
MIS Quarterly, 2014, Volume 38, Issue 1, Page 209-230.
The concept of guanxi (i.e., a close and pervasive interpersonal relationship) has received little attention in the literature on online marketplaces, perhaps due to their impersonal nature. However, we propose that computer-mediated communication (CMC) technologies can mimic traditional interactive face-to-face communications, thus enabling a form of guanxi in online marketplaces. Extending the literature on traditional guanxi, we herein introduce the concept of swift guanxi, conceptualized as the buyer’s perception of a swiftly formed interpersonal relationship with a seller, which consists of mutual understanding, reciprocal favors, and relationship harmony.
Keywords: Guanxi; swift guanxi; computer-mediated communication (CMC) technologies; media synchronicity theory (MST); computer-mediated communication interactivity model (CMCIM); instant messenger (IM); online marketplaces; interactivity; presence; trust
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#203 0.393 communication media computer-mediated e-mail richness electronic cmc mail medium message performance convergence used communications messages face-to-face findings participants results work
#181 0.173 outcomes theory nature interaction theoretical paradox versus interpersonal literature provides individual levels understanding dimensions addition foundation various understand productivity work
#202 0.166 online uncertainty reputation sellers buyers seller marketplaces markets marketplace buyer price signaling auctions market premiums ebay transaction reverse literature comments
#25 0.158 relationships relationship relational information interfirm level exchange relations perspective model paper interpersonal expertise theory study effects literature role social identify
#122 0.057 attention utilization existing codification model received does limitations theories receiving literature paying causes additional building examine examination focusing technological initial