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A Mediation and Moderation Model of Social Support, Relationship Quality and Social Commerce Intention

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  • Md. Alamgir Hossain

    (Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur 5200, Bangladesh)

  • Nusrat Jahan

    (Department of Management Studies, Rabindra University Bangladesh, Shahjadpur 6770, Sirajgonj, Bangladesh)

  • Minho Kim

    (Department of International Trade, Jeonbuk National University, Jeonju 54896, Korea)

Abstract

This study examines the antecedents of social commerce intention by conceptualizing a model that includes two exogenous variables; relationship quality and social support, and an endogenous variable; social commerce, along with a mediation effect of relationship quality and moderation effect of cultures. This research model is tested by survey data collected in the United States and Korea, analyzed by a structural equation model. The results reveal that relationship quality generates the social commerce intention through commitment, satisfaction and trust, and becomes a maiden study with its mediating effect on social commerce intention. Social commerce intention is highly representative of social sharing and social shopping on social media. The social support is measured through emotional and informational support, proving to be a stronger predictor of relationship quality and social commerce intention. In addition, social support articulates differences in respect to the cultural differences. The model offers valuable insights to researchers and practitioners that aims to improve social commerce intention.

Suggested Citation

  • Md. Alamgir Hossain & Nusrat Jahan & Minho Kim, 2020. "A Mediation and Moderation Model of Social Support, Relationship Quality and Social Commerce Intention," Sustainability, MDPI, vol. 12(23), pages 1-13, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9889-:d:451672
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    References listed on IDEAS

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    3. Yahia, Imene Ben & Al-Neama, Nasser & Kerbache, Laoucine, 2018. "Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 11-19.
    4. Hajli, M. Nick, 2014. "The role of social support on relationship quality and social commerce," Technological Forecasting and Social Change, Elsevier, vol. 87(C), pages 17-27.
    5. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
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    Cited by:

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