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Swift Guanxi Data Analysis and Its Application to E-Commerce Retail Strategies Improvement
Abstract
The Internet has changed the face and the pace of retail offering an opportunity to sell products online. This has led to the fast growth of e-commerce sites in which retailers envision a source of competitive advantage. Before they are able to benefit from e-commerce however, they have to understand the range of factors, which impact consumers' e-commerce acceptance. Even more, to ensure sustainability of online product sale, retailers have to go a step further and understand not only consumers' intentions to purchase online but also factors driving product re-purchase. To date, a number of factors driving consumers' e-commerce purchase and re-purchase have been examined. Most recently, the concept of swift guanxi has been studied. This study extends this stream of research by analysing social media data being a result of swift guanxi in order to help retailers in their online strategies improvement.
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