Understanding The Burnout Process Of Microenterprises In S-commerce (Abstract)

Social commerce (s-commerce) enables individual users to act as sellers to conduct sales activities on social networking sites. Such sellers are a microenterprise such as housewives and students. Unlike the structure of the large enterprises, individual sellers are facing an intensive customer interaction by themselves, which may affect their job outcomes. Particularly, the way of doing business in Chinese online marketplaces rely on swift guanxi. However, the impacts of buyer-seller swift guanxi on sellers’ burnout process is absent int the literature. Drawing on customer demand-resource model, this study aims to investigate how swift guanxi affects sellers’ job demand and support, which in turn to affect their job performance through the burnout process. The results of this study based on 210 s-commerce sellers revealed that swift guanxi differently affected job demand and support, which in turn to affect their job performance, offering implications in the marketing literature.