中文摘要：

在社会化商务环境下，如何使交易自然地融合到社交关系中，让商家和消费者之间建立良好的买卖关系，并最终成为社交关系的组成元素之一，是学术界和业界关注的问题。文章从社会化商务的特性出发，基于关系管理的视角，构建了社会化商务环境下消费者购物决策模型，讨论了在社会化商务环境下如何建立快速关系和信任以及它们对购买意愿的作用机制。通过问卷调查方法采集了306份有效样本数据，运用SPSS和结构方程PLS—Graph软件进行统计分析。实证研究结果表明，交互性和口碑推荐对关系质量提高具有重要的促进作用，其中交互性的作用更强，而粘性对关系质量未有显著的影响；快速关系和信任是社会化商务中消费者购物决策形成的驱动力。

英文摘要：

The natural integration of trade into social relationships and the establishment of a good buyer-seller relationship which eventually becomes one of the constituent elements of social relationships in social commerce is a central issue in academia and practice. Based on social commerce characteristics and relationship management, this study builds a consumers＇ shopping decision model in social commerce, and mainly analyzes the forming of swift guanxi and trust and its effects on purchase intention. Collecting 306 valid questionnaires from a survey, we use the SPSS and the PLS-Graph for the statistical analysis. The empirical results indicate that both interactivity and word-of-mouth referrals positively impact relationship quality, and interactivity is stronger between them. However, stickiness has no significant effect on relationship quality. Swift guanxi and trust are the driving forces for consumer shopping decisions in social commerce.