How Repurchase Intention Is Affected in Social Commerce?: An Empirical Study

Social commerce provides an innovative approach for business activities in e-commerce. The aim of this study is to explore the mechanismregardingrepurchase intention in social commerce by developing a research model from perspectives of swift guanxi, alternative attraction, perceived value, and customer satisfaction. Customers who have social commerce experience were investigated through an online survey. A total of 331 valid data were collected and then analyzed by PLS-SEM to test the proposed model. The results indicate the inner relationships among both positive and negative factors affecting repurchase intention, which provide insights into the mechanism underlying customers repurchase intention from a comprehensive perspective. All of them can extend existing literature regarding how the repurchase intention can be influenced in social commerce.