What Drives Social Commerce: The Role of Social Support and Relationship Quality

Social commerce is emerging as an important platform in e-commerce, primarily due to the increased popularity of social networking sites such as Facebook, Linkedln, and Twitter. To understand the user's social sharing and social shopping intention in social networking Web sites, we conducted an empirical study on a popular microblog to investigate how social factors such as social support and relationship quality affect the user's intention of future participation in social commerce. The results indicate that both factors play a critical role. Social support and Web site quality positively influence the user's intention to use social commerce and to continue using a social networking site. These effects are…