Social commerce, a new platform of e-commerce, has received an increasing attention from academicians and practitioners in recent years.Exchange relationship characterizes social commerce and is important for its success.Given cultural uniqueness and the largest number of social commerce users in China, we draw upon swift guanxi and social commerce literatures to build a research model that explores the effects of key social commerce attributes on swift guanxi and subsequent purchase intention.The empirical results indicate that interactivity,stickiness, and word of mouth exert positive effects on the three key dimensions of swift guanxi: mutual understanding, reciprocal favoritism and relationship harmony,to various degrees.In turn, mutual understanding, reciprocal favoritism and relationship harmony are determinants of consumers purchase intention.We also present discussion, elaborate on contributions to theory and implications for practice and discuss limitations which serve as fertile ground for future research