THE INFLUENCE OF SOCIAL COMMERCE, SOCIAL SUPPORT, SATISFACTION, COMMITMENT AND TRUST TO INTENTION TO-CO-CRAETION IN BRAND AND CONTINUANCE INTENTION

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Tummatinna Seesupan Prasittichai Narakorn

Abstract

The objectives of this research were 1) to study Social Commerce, Social Support, Satisfaction, Commitment, Trust, Intention to Co-Creation in Brand, and Continuance Intention, 2) to analyze factors affecting the Intention to Co-Creation in Brand, and 3) to analyze factors affecting Continuance Intention. This study is a quantitative research. The data were collected from 549 online buyers and then analyzed through structural equation model with AMOS. The results showed that (1) A model of Intention to Co-Creation in Brand and a model of Continuance Intention consisted of Social Commerce, Social Support, Satisfaction, Commitment, and Trust. They were found to be consistent with the empirical data (p-value = 0.078, 2/df = 1.128, GFI = 0.962, RMSEA = 0.015). (2) The factors affecting Intention to Co-Creation in Brand consisted of Social Commerce (TE= 0.642), Social Support (TE= 0.509), Commitment (TE = 0.249), Trust (TE= 0.158), and Satisfaction (TE= 0.110), respectively. All factors could jointly predict 44.90 % of variable in Intention to Co-Creation in Brand (R2= 0.449). (3) The factors affecting Continuance Intention consisted of Social Commerce (TE= 0.449), Satisfaction (TE= 0.339), Social Support (TE = 0.291), Trust (TE= 0.180), and Commitment (TE= 0.065), respectively. All factors could jointly predict 43.60% of variable in Continuance Intention (R2= 0.436).

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