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A higher number of socially anxious users were found as more users joined social network sites. Since social commerce has become an important issue, this study investigated the effect of social anxiety on online users’ social commerce intention. Online social interactions are hypothesized to influence social commerce intention directly or indirectly through online social support. Four hundred twenty-seven effective samples were collected from Facebook users, and the results confirmed most of the causal effects. The study also tested the moderating effect of social anxiety on the causal effects. Of the eight relationships, social anxiety significantly moderates six of them. The relationships between online social interaction and emotional support and between online social interaction and social commerce intention are stronger for users with higher social anxiety. For users with lower social anxiety, the relationship between social support and the receiving of social commerce intention is stronger. The research findings lead to significant theoretical contributions and managerial implications.

Social Commerce Intention, Social Interaction, and Social Support: Moderating Role of Social Anxiety