The contradiction of trust and uncertainty from the viewpoint of swift guanxi

The purpose of this paper is to investigate the relationship between e-buyers and e-sellers in the context of the Chinese culture. It examines the relationships among swift guanxi, trust, uncertainty, and repurchase intentions. This study probes the possible mediation effects caused by the process where consumers form their thoughts and actions.

This study developed a theoretical model to examine how swift guanxi, trust, and uncertainty influence repurchase intentions of online auction consumers. The mediation effects of trust and uncertainty were also examined. This study gathered 455 valid samples and analyzed data by applying a structural equation modeling.

The results confirm that swift guanxi has significant and positive effects on trust and repurchase intentions, but swift guanxi has a significant and negative effect on uncertainty. In addition, trust has a significant and positive effect on repurchase intentions. On the other hand, uncertainty has a significant and negative effect on repurchase intentions. Finally, both trust and uncertainty have partial mediation effects between swift guanxi and repurchase intention.

The findings extend the current state of knowledge about the relationships among swift guanxi, trust, uncertainty, and repurchase intentions, as well as reveal the psychological mechanism of the effects of trust and uncertainty on repurchase intentions.

The findings provide a deeper understanding of the effect of customers’ swift guanxi on repurchase intentions under different perspectives of the double-edged sword of trust and uncertainty in Yahoo! Online auction.

This study decomposes the constructs of swift guanxi, trust, and uncertainty into various dimensions and investigates the relationships between these dimensions and repurchase intentions. It has not been done in this way previously. The results contribute to the understanding of online auction customers’ behaviors.