Abstract

This research aims to observe how social presence influences online social capital and the behavioral intention of social commerce (s-commerce). The online survey with a structured questionnaire is used to collect data and analyzed by a structural equation model (SEM). The authors found that social presence is directly connected with online social capital (bonding and bridging). Social presence is not meaningfully connected to s-commerce intention (sharing and shopping), but the cluster model argues that social presence has a significant connection with social sharing and shopping intention. Online social capital and s-commerce intention are positively related to social interaction, and the results also confirmed that social capital is a complementary mediator. The paper provides different research instructions and guidelines for consumers and scholars. They offer a user-preferred s-commerce environment that is related to helping enterprise proprietors provide personalized services and supporting clients to acquire precious purchase-related information.

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