Social commerce enables users to conduct frequent social interactions, which may strengthen their social relationships and affect their behavioural decision. The purpose of this research is to examine the effect of social interaction on users' social commerce intention. Social interaction consists of human-human interaction and human-computer interaction. Human-human interaction includes informational interaction and emotional interaction, whereas human-computer interaction includes perceived control, perceived responsiveness and perceived personalisation. Structural equation modelling was adopted to conduct data analysis. The results indicated that social interaction affects trust in other members and trust in community, both of which further determine social commerce intention. The results indicated that service providers need to facilitate social interaction in order to promote users' social commerce intention.

中文翻译：

---

社交互动对用户社交商务意图的影响

社交商务使用户能够进行频繁的社交互动，这可能会加强他们的社交关系并影响他们的行为决定。本研究的目的是检验社交互动对用户的社交商业意图的影响。社会互动包括人机互动和人机互动。人机交互包括信息交互和情感交互，而人机交互包括感知的控制，感知的响应能力和感知的个性化。采用结构方程模型进行数据分析。结果表明，社会互动影响对其他成员的信任和对社区的信任，这两者都进一步决定了社会商业意图。