Breaking the Barriers in Social Commerce in context of Seller Uncertainty and Repurchase Intensions

The extensive analysis of online business uncertainty has not solved the mystery regarding the strategy’s customers use to reduce uncertainty levels and drive repurchase conduct. A thorough research examines how positive review comments and seller popularity interact together and how these elements can be affected by customer service quality which is mediated by seller uncertainty. The research team distributed a structured questionnaire to 210 Karachi Pakistan social commerce users through both electronic and personal survey methods. The research instrument was enhanced through structured interviews along with the think-aloud technique for assuring content validity. Trust in sellers and high-quality services significantly minimize uncertainty among consumers which in turn boosts both reseller choices and customer preference toward sellers. Social commerce users depend on personal experiences and built trust more than online reviews when determining uncertainty about sellers. Social commerce customer retention benefits primarily from trust establishment and high-quality service delivery instead of only counting positive reviews.