This study aims to build on the understanding of social commerce in the emerging markets and how it influences online community engagement. The conceptual model was proposed using theories including the social support theory, the trust theory, the social presence theory, the flow theory and the service-dominant logic theory. Using Facebook online community, the data were collected from 400 respondents from Jordan and analysed using AMOS based structural equation modelling. Results revealed that social commerce constructs positively influence social support, community members’ trust and social presence. Furthermore, it was found that social support and social presence positively affect community members’ trust. We also found that community members’ trust positively influence flow whereas both community members’ trust and flow positively influence community engagement.

这项研究旨在基于对新兴市场中社交商务的理解以及它如何影响在线社区参与度。使用包括社会支持理论，信任理论，社会存在理论，流动理论和服务主导逻辑理论在内的理论提出了概念模型。使用Facebook在线社区，从约旦的400名受访者那里收集了数据，并使用基于AMOS的结构方程模型进行了分析。结果表明，社交商务的构建对社会支持，社区成员的信任和社会存在产生积极影响。此外，还发现社会支持和社会存在对社区成员的信任产生积极影响。