In this research, we identify factors influencing the behavior of knowledge sharing and customer purchasing intention based on two theories of social capital and social interaction. The conceptual model, designed based on theoretical foundations, includes the dimensions of these two theories. Moreover, knowledge/information sharing is considered as a moderate variable and is attempted to examine the relationship between these variables and customers’ purchase intention in the context of social commerce. Statistical sample is 254 individuals, who have bought more than 5 times from social commerce sites. The results show that the dimensions of social capital theory and social interaction theory have a significant relationship with knowledge/information sharing. Additionally, “knowledge/information sharing” has a mediating role in the proposed model.

在这项研究中，我们基于社会资本和社会互动这两种理论，确定了影响知识共享和顾客购买意愿的行为的因素。基于理论基础设计的概念模型包括这两种理论的维度。此外，知识/信息共享被认为是一个中等变量，并试图在社会商务的背景下检验这些变量与顾客购买意愿之间的关系。统计样本是254个人，他们从社交网站购买了5次以上的商品。结果表明，社会资本理论和社会互动理论的维度与知识/信息共享有着显着的关系。此外，“知识/信息共享”在建议的模型中具有中介作用。