| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 104 === This study investigates the relationship between buyer and seller of Chinese culture in the context of E-commerce. This study examines the relationships among social presence, computer-mediated communication (CMC), swift guanxi, uncertainty antecedents, ambiguity, trust, perceived uncertainty, repurchase intention, and online shopping hesitation. The results indicate that (1) social presence and computer-mediated communication have the most significant and positive effects on mutual understanding of swift guanxi. (2) Fears of seller opportunism and information privacy concerns have significant and positive effects on ambiguity. (3) Swift guanxi has significant and positive effects on trust in seller and trust in information, respectively. (4) Swift guanxi has significant and negative effect on product uncertainty. (5) Ambiguity has significant and positive effects on product uncertainty and seller uncertainty, respectively. (6) Trust has significant and positive effect on repurchase intention. (7) Product uncertainty has significant and positive effect on repurchase intention and significant and negative effect on online shopping hesitation, respectively.
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