Factors Affecting Social Commerce and Exploring the Mediating Role of Perceived Risk: (Case Study: Social Media Users in Isfahan)

Owing to the ever-increasing prevalence of social media use, social commerce has become an important part of e-commerce. This study endeavors to explore the impact of social media quality and social support on the social commerce (SC) intention directly and through the variable of perceived risk. The sample included 214 social media users in Isfahan collected through simple random sampling method. A conceptual model was proposed based on the theoretical literature and empirical studies and was analyzed via Smart PLS software. According to the results, social media quality and support have positive effect on SC intention. However, social media quality has negative effect on user's perceived risk. Also, perceived risk has negative effect on SC intention and it has a partial mediating effect in the relationship between social media quality and social commerce intention. Results not only illustrate how SC develops, but also, they could facilitate active businesses; this way, they make preparations for composing a better SC strategy.