Continuous use of social commerce: Its conceptual relation with E-WOM, commitment and trust

The popularity of social media has changed the way of doing business and introduces a new type of commerce known later as social commerce (s-commerce). Within s-commerce, consumer's loyalty and returning to use have reduced mainly because it is a high competitive environment, which is simply presented by products that proposed and announced rapidly to the market. S-commerce has a magic power called Electronic Word-of-Mouth (E-WOM). E-WOM enables consumers to make a collaboration decision as well as it enable business to reach up their consumers and their network in low cost and short time. Yet, to date, there is limited research that conducted the effect of E-WOM on consumer's continuous use behavior. Therefore, this study is an attempt to propose a value conceptual model that explains the relationship between e-WOM and continuous use behavior. This study serves not only to clarify the relationship between e-WOM and continuous use, but also to explain the mediating role of trust and commitment in this relationship; a theory known as Commitment-Trust theory is adopted. Additionally, drawing upon flow theory, this study examines flow experience determinants as predictors for promoting e-WOM among s-commerce consumers.