A Close Look at the Importance of Social Support on Relationship Quality and Social Commerce

Abstract

Rapid development of web2 and social network sites has lead to develop an evolution in e-commerce, which is called social commerce .In social commerce consumers have opportunities to  share their knowledge about products and services and create a friendly and supporting online environment. This study draw on social support and relationship quality theories considered a model to examine the relationship between social support, relationship quality and social commerce intention. In this regard, after reviewing the relevant literature, a proper research model selected as the research model. A questionnaire of 22 items adapted from previous literature applied to data collecting. Then they were conducted on two popular social network users in Iran named Facebook and Telegram. The questionnaires were distributed among 384 volunteers to fill out. Pearson correlation analysis method and partial least square were applied to test the model. The results revealed the direct relations between social support, relationship quality and social commerce intention. The research findings emphasize on the importance of social interactions in  social commerce and encourage firms and sellers to adopt innovation and serve social networks in their business.