Abstract
The purpose of this paper is to examine the mediating effect of social commerce continuance use intention on the relationship between perceived values and brand loyalty in the social commerce context. The data was collected from 176 members of the Apple Watch Social Commerce site in Vietnam via an online questionnaire. Applying the structural equation modelling method, we found that social commerce continuance use intention has mediating effects on the relationship between perceived values and brand loyalty. Keywords: Perceived values, continuance use intention, brand loyalty, social commerce, Vietnam DOI: 10.7176/EJBM/12-11-07 Publication date: April 30 th 2020
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
