عنوان مقاله [English]
This study endeavors to investigate the impact of social media quality and social support on social commerce intention directly and also through the variable of perceived risk. The sample included social media users in Isfahan. The sample size was calculated equal to 214 using SPSS SamplePower software at the confidence level 95%, statistical power 80% and the effect size 5%. Conceptual model of the study was proposed based on theoretical literature and empirical studies and was analyzed via Smart PLS software. According to the results, social media quality and social Presence have a positive and significant effect on user's social commerce intention. Moreover, social media quality has a negative significant effect on user's perceived risk. Perceived risk has a negative significant effect on social commerce intention and it has a partial mediating effect in the relationship between social media quality and social commerce intention. The results of this study explain how social commerce is developed, which, in turn, can facilitate active businesses propose a better social commerce strategy for being successful in this scope.
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