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

Document Type: Research Paper


Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran


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.


Main Subjects

Article Title [Persian]

عوامل مؤثر بر تجارت اجتماعی، بررسی نقش میانجی ریسک درک‌شده (مطالعة موردی: کاربران رسانه‌های اجتماعی شهر اصفهان)

Authors [Persian]

  • مریم سلیمانی
  • حبیب‌اله دانایی
  • علی اکبر جوکار
  • محمدمهدی پرهیزگار
دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران
Abstract [Persian]

تجارت اجتماعی، به‌واسطة عمومیت فزاینده در استفاده از رسانه‌های اجتماعی به پدیده‌ای مهم در تجارت الکترونیکی تبدیل شده است. هدف از انجام این تحقیق، کندوکاو در چگونگی تأثیر کیفیت رسانة اجتماعی و حمایت اجتماعی بر تمایل به انجام تجارت اجتماعی به‌طور مستقیم، همچنین از طریق متغیر ریسک درک‌شده است. جامعة آماری تحقیق، کاربران رسانه‌های اجتماعی شهر اصفهان، در کشور ایران است. حجم نمونه، به تعداد 214 نفر و با روش نمونه‌گیری تصادفی ساده انتخاب شد. مدل مفهومی پژوهش، برگرفته از متون نظری و پژوهش‌های تجربی تدوین و با استفاده از نرم‌افزار Smart PLS تحلیل شد. بر اساس نتایج، کیفیت رسانة اجتماعی و حمایت اجتماعی، هر دو بر تمایل کاربر به انجام تجارت اجتماعی تأثیر مثبت و معناداری می‌گذارد. علاوه‌بر آن، کیفیت رسانة اجتماعی بر ریسک درک‌شدة کاربر تأثیر معنادار منفی دارد. ریسک درک‌شده بر تمایل به تجارت اجتماعی تأثیر معنادار منفی دارد و در رابطة بین کیفیت رسانة اجتماعی و تمایل به تجارت اجتماعی اثر میانجی جزئی نشان می‌دهد. نتایج این تحقیق، علاوه‌بر اینکه به توضیح چگونگی توسعة تجارت اجتماعی یاری می‌رساند، به کسب‌وکارهای فعال در تجارت اجتماعی کمک می‌کند تا جهت موفقیت در این حیطه راهبرد تجارت اجتماعی بهتری تدوین کنند.

Keywords [Persian]

  • تمایل به تجارت اجتماعی
  • حمایت اجتماعی
  • ریسک درک‌شده
  • کیفیت رسانة اجتماعی
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