Understanding consumers’ continuance intention of social shopping and social media participation: The perspective of friends on social media

This study used an extended version of the expectation confirmation model to explore how friendship factors, along with the three variables in the expectation confirmation model (i.e., confirmation, perceived usefulness, and satisfaction), affect social commerce continuance intention (i.e., social shopping and social media participation). The findings of an online survey of 373 respondents demonstrated the effects of friendship factors on the confirmation and perceived usefulness of social shopping and social media participation, and on users’ continuance intention. The implications of these findings for academics and practitioners are discussed.