Title: Mediating role of social support on the relationship between social commerce constructs and buyers' trust

Authors: Priyanka Sharma; Sandeep Singh; Rajni Bala; Shafique Ur Rehman

Addresses: Department of Commerce, Punjabi University, NH 64, next to Urban Estate Phase II, Patiala, Punjab 147002, India ' University School of Applied Management, Punjabi University, NH 64, next to Urban Estate Phase II, Patiala, Punjab 147002, India ' Chitkara Business School, Chitkara University, Chandigarh-Patiala National Highway, NH-64 Village Jansla, Rajpura, Punjab 140401, India ' ILMA University, Main Ibrahim Hyderi Rd, Korangi Creek, Karachi, Karachi City, Sindh, Pakistan

Abstract: The social association of the buyers on the web contributes in shaping the social commerce. This study aims to measure the relationship between social commerce constructs, social support (SS) and perceived trust. The sample of the study was constituted of 289 social networking website users selected from northern India. The information regarding social commerce constructs, trust and intention to buy was collected by applying three standardised scales. Partial least square structural equation modelling (PLS-SEM) was used to analyse the data. The results showed that social commerce constructs had a significant impact on social support, while social support exercised a significant effect on trust. The results also confirmed the partial mediation effect of social support. The tested research model can be utilised in the advancement of brand, new products, co-invention of value for branding, and pre-testing any idea of product development on social networking websites.

Keywords: social commerce constructs; SCCs; trust; social support; SS; Warp-PLS; social networking website.

DOI: 10.1504/IJWBC.2022.124759

International Journal of Web Based Communities, 2022 Vol.18 No.2, pp.130 - 149

Received: 08 Feb 2021
Accepted: 15 Nov 2021
Published online: 08 Aug 2022 *

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