Effect of entrepreneurial orientation,collectivistic orientation and swift Guanxi with suppliers on market performance: A study of e-commerce enterprises

This study investigates the influence of entrepreneurial orientation (EO) and swift Guanxi (three dimensions: mutual understanding, reciprocal favor and relationship harmony) on perceived value of suppliers and market performance of e-commerce enterprises, and the moderating effect of collectivistic orientation on the relationship between EO and swift Guanxi. The results obtained from a sample of 153 Chinese e-commerce enterprises using SEM-PLS analysis show that market performance of this kind of businesses is favorably influenced by their EO, but not by their swift Guanxi with suppliers. The findings confirm EO’s direct effect on swift Guanxi and its indirect effects on perceived value of suppliers, mediated through reciprocal favor and relationship harmony. In addition, the findings verify the negative moderating effect of collectivistic orientation on the EO-mutual understanding link. The study's implications and future research directions are discussed.