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2. How customer perception of dependence on salesperson and customer–salesperson guanxi determine salesperson influence effectiveness.

Author

Wu, Wen-Kuei

Subjects
GUANXI, LIFE insurance companies, STRUCTURAL equation modeling, SALES personnel, FINANCIAL planning
Abstract

This study examined how customer perception of dependence on salesperson (CPDS) and customer–salesperson guanxi determine salesperson influence tactics (SITs) and salesperson influence effectiveness (SIE) in the context of Confucian-rooted culture. We issued 800 online questionnaires to customers of four Taiwanese life insurance companies and obtained 636 valid responses. Structural equation modeling was employed to test the hypotheses. The results confirmed that CPDS and customer-salesperson guanxi determine SIT usage and SIE, where CPDS also facilitates close customer-salesperson guanxi. We discovered that SITs contribute to the positive effect of customer-salesperson guanxi on SIE, and customer-salesperson guanxi positively mediates the effect of CPDS on SIT usage and SIE. Customer-salesperson guanxi, CPDS, and information exchange, promise, and encouragement tactics contribute to SIE. This may be the first study to associate CPDS and customer-salesperson guanxi with SIT usage and SIE simultaneously in the context of Confucian-rooted culture. Supplemental data for this article is available online at https://doi.org/10.1080/08853134.2021.1947142. [ABSTRACT FROM AUTHOR]

Published
2022
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17. How Interpersonal Guanxi Position Influences the Purchase Intention on Social Media

Author

Wu Wen Kuei and Pham Thi Thu Thao

Subjects
Perception, media_common.quotation_subject, Position (finance), Context (language use), Sample (statistics), Social media, Advertising, Product (category theory), Interpersonal communication, Psychology, Guanxi, media_common
Abstract

This study aims to explore how Confucian philosophy - guanxi position influences the purchase intention while a consumer receives product messages from a friend in social media context. This study used an online survey with four guanxi positioning scenarios and implemented ANOVA and regression analysis to test research questions. Drawing on a sample of 213 respondents in Vietnam, the results show that (a) the consumer's guanxi position still have critical impact on the purchase intention on social media, (b) the jia-ren positioned friends (i.e. good/close friends) appear to be a better choice than other guanxi positions for for a consumer to buy a product, (c) both the xinyong/mianzi-based guanxi facet and ganqing-based facet could help increase purchase intention, but the latter should be more critical while considering the consumer's purchase-decision involvement. Our results reveal several theoretical and practical implications for those who want to improve advertisement's effectiveness via social media in Vietnam.

Published
2019

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