Swift guanxi data analysis and its application to e-commerce retail strategies improvement

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.