The effect of social network users' relationship quality on social commerce continuance: social support as a mediator

Apprehending online consumer behaviours is essential for social commerce development. This research empirically examined the antecedents of social commerce continuance based on social support and relationship quality theories. The data was gathered from 306 Egyptian social media users using a structured online questionnaire. The research hypotheses and the mediating analysis were conducted using structural equation modelling. The findings affirmed the positive association between intention, satisfaction, and social commerce continuance usage. Similarly, the positive effect of commitment and social support on trust was supported. As well as between trust and satisfaction, implying that building trustworthy relationships via social networks increases customer satisfaction. Social support and satisfaction are considered essential in promoting social commerce, as their significant role as mediators was proven.