Relationship Quality as a Mediator of the Effects of Social Commerce on Purchase Intentions

Abstract

Although social commerce has emerged as a prominent form of e-commerce, it remains unclear how businesses can effectively foster and cultivate strong relationships with consumers in this realm. Hence, this study examines the relationship and impact of social interactions and technical elements on consumer purchasing intentions within the Thai market. The study investigates how factors such as social support, platform quality, interpersonal interactions, and relationship quality influence purchase intentions. The objective is to address the knowledge gap in the literature related to social commerce. Data were obtained from 1,815 Thai participants through an online questionnaire. Partial least squares structural equation modeling was utilized to test the research hypotheses. The collective findings indicate that interpersonal interactions and platform quality positively influence purchase intentions, with relationship quality serving as a mediator. However, neither emotional nor informational support significantly affected relationship quality or purchase intentions, highlighting a preference for trust in close-knit relationships over online reviews. Overall, this study offers empirical evidence and managerial implications that can help businesses develop strategies for engaging with social commerce.