A Model for Investment in Online Social Commerce to build Customer Loyalty: A Mixed Approach.

Document Type : Original Article

Authors
Malihe Anari 1
Reza Shafei 2
Abdullah Naami 3
Mohammad Reza Kahefy Neishabouri 4
1 PhD student, department of business management Kish International Branch, Islamic Azad University, Kish Island,
2 Associate Professor, Department of Business Management, Kurdistan University, Sanandaj, Iran.
3 Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
4 Assistant Professor, Department of Financial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
10.22034/jik.2025.23909
Abstract
This research aims to design a model for evaluating the effect of social commerce on e-loyalty by the mediating role of repurchase intention among the customers of Book City Institute. This research covers both qualitative and quantitative phases. In the qualitative phase, data collection was done by meta-synthesis to determine the codes, categories, and components of social commerce, repurchase intention, and e-loyalty. In the quantitative phase, the identified components were first localized by fuzzy Delphi method. In the second step, the conceptual research model was developed by interpretive structural modeling. Finally, structural equation modeling was used for validation of the designed model. In the third step of the quantitative phase, confirmatory factor analysis and structural equation modeling were used for approving the designed structural models and testing the research hypotheses. In the qualitative phase, the validity of the research tools was assessed by confirmatory factor analysis.
Keywords
Social commerce
repurchase intention
e-loyalty
meta-synthesis
interpretive structural modeling
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