Mediating Effect of Social Commerce Continuance Use Intention on the Relationship Between Perceived Values and Brand Loyalty

Abstract

The purpose of this paper is to examine the mediating effect of social commerce continuance use intention on the relationship between perceived values and brand loyalty in the social commerce context. The data was collected from 176 members of the Apple Watch Social Commerce site in Vietnam via an online questionnaire. Applying the structural equation modelling method, we found that social commerce continuance use intention has mediating effects on the relationship between perceived values and brand loyalty.