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This study examines the antecedents of social commerce intention by conceptualizing a model that includes two exogenous variables; relationship quality and social support, and an endogenous variable; social commerce, along with a mediation effect of relationship quality and moderation effect of cultures. This research model is tested by survey data collected in the United States and Korea, analyzed by a structural equation model. The results reveal that relationship quality generates the social commerce intention through commitment, satisfaction and trust, and becomes a maiden study with its mediating effect on social commerce intention. Social commerce intention is highly representative of social sharing and social shopping on social media. The social support is measured through emotional and informational support, proving to be a stronger predictor of relationship quality and social commerce intention. In addition, social support articulates differences in respect to the cultural differences. The model offers valuable insights to researchers and practitioners that aims to improve social commerce intention.

A Mediation and Moderation Model of Social Support, Relationship Quality and Social Commerce Intention