Main Article Content
The objectives of this research were (1) to descriptive constructs as following: Social Commerce, Relationship Quality, Social Support and Continuance Intention of the customers who buy products from online business (2) to examine factors influencing Continuance Intention who buy products from online business and (3) to examine factors influencing the mediating role of Relationship Quality and Social Support. The researchers used qualitative method which involved empirical research. A questionnaire was used to collect data from 390 customers who buy products from online business. The statistics used in data analysis were frequency, mean and structural equation model analysis by AMOS
The result revealed that (1) the opinions who buy products from online business, to descending as following: Social Support, Relationship Quality, Social Commerce and Continuance Intention (2) the model was consistent to the empirical data. Goodness of fit measures were found to be: Chi-square 181.104 (df = 160,p-value = 0.121); Relative Chi-square (c2/df) 1.132; Goodness of Fit Index (GFI) 0.960; and Root Mean Square Error of Approximation (RMSEA) 0.018; (3) In analyzing factors influencing Continuance Intention, it was found that tree factors influenced Continuance Intention in descending order of influence as following: Social Commerce (TE = 0.730), Relationship Quality (TE = 0.462) and Social Support (TE = 0.222) and All factors were predictive of Continuance Intention at 44.90 (R2 = 0.449) and (4) The influence of Relationship Quality and Social Support as Partial Mediating effect relationship between Social Commerce and Continuance Intention.
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