The mediating role of trust, attitude and satisfaction on the relationship between social support and social commerce intention among university students in Saudi Arabia

In recent years, social commerce intention has become increasingly attractive and enhance by users of social networking sites that often received social support from contemporary users. This study is designed to test the influence of social support (emotional and informational support) as well as mediating effect of trust, attitude and satisfaction on social commerce intention among university students in Saudi Arabia. Thus, a framework that seeks to test these relationships is developed. Equally, the study emphasizes that the utilization of complimentary social network sites by university students, exerts a robust consequence on their social commerce intention. Accordingly, the study establishes that this relationship is mediated by trust, attitude and satisfaction. This paper includes supportive literature to corroborate the conceptualized model in the context of Saudi Arabia.