Publication:
Investigation of the relationship between social support, relationship quality and social commerce
Investigation of the relationship between social support, relationship quality and social commerce
Date
2016-10
Authors
Sahar Kamangarpoor
Behrooz Shahmoradi
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Research Projects
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Abstract
The emergence of social network sites and increasing popularity of social
network sites have risen to a new electronic commerce stream, called social
commerce. In social commerce individuals share their information and
experiences about products and services, creating a friendly and supporting
online environment. This study based on social support and relationship quality
theories considered as a model to investigate the relationship between social
support, relationship quality and social commerce intention. In this regard after
reviewing the relevant literature, a research model introduced by Hajli in 2014
with some modifications selected as the research model. A questionnaire of 22
items adopted from previous literature applied to data collection. The research
conducted on two popular social network users in Iran, Facebook and
Telegram. A sample consists of 384 volunteers filled out the questionnaires.
Pearson correlation analysis method and partial least square applied to test the
model. The results indicated that social commerce intention is directly related to
both social support and relationship quality. The research findings emphasize
on technological changes in electronic commerce and provide new strategies to
firms and sellers to adopt innovation and serve social networks in their
business.
Description
Keywords
Social support,
Relationship quality,
Social commerce,
Social networks,
Online communities