Consumers' decisions in social commerce context: An empirical investigation
Consumers' decisions in social commerce context are examined with insights from both social sharing and social shopping intentions. Relational factors (i.e., community commitment, trust toward community and members) together explained 44.4% of the variance in social shopping intention, and 31.8% of the variance in social sharing intention. The effect of trust toward members on social sharing intention is fully mediated by users' trust toward social commerce community. Both emotional and informational social support significantly affected consumers' trust and the community commitment.
social commerce community commitment social support trust transfer