期刊名称：International Journal of Engineering Business Management
印刷版ISSN：1847-9790
电子版ISSN：1847-9790
出版年度：2020
卷号：12
DOI：10.1177/1847979019899746
语种：English
出版社：InTech
摘要：This study investigates the driving factors of the social commerce intention of online communities in Saudi Arabia by building a model that comprises two exogenous variables (social support and social commerce constructs (SCCs)), a mediating variable (trust), and one endogenous variable (social commerce intention). The study population comprises Facebook and Twitter users in the kingdom. A convenience sample of 500 social media users was chosen. Data were gathered via a questionnaire-based online survey. Our findings indicate that social support had a significant relationship with trust and social commerce intention. This relationship was significantly mediated by trust. SCCs also had a significant relationship with emotional as well as informational support and social commerce intention. Unexpectedly, the relationship between SCCs and social support dimensions was significantly mediated by trust. Consequently, it was concluded that social support, trust, and SCCs are key drivers of social commerce intention. These results invite social media retailers to consider such factors to increase social media users’ intention to purchase.
