Social commerce is a mixture of e-commerce and social media. The purpose of this study is to examine the effect of interpersonal competency on social commerce behavior through customer-perceived value. We adopt the aspects of interpersonal competence questionnaire (ICQ) to investigate its effect on customer-perceived value including utilitarian value, hedonic value, social value, and privacy risk of social commerce. We then analyze primary data collected from 255 active young consumers of college students of full time and part time at a university who have used social media. Our findings show the effect of interpersonal competence on customer-perceived value. Moreover, they also demonstrate the effect of the utilitarian value and social value on behavioral intention toward social commerce, recognizing the importance of functional utility of commerce activities and social utility of social media use in social commerce.

社交商务是电子商务和社交媒体的混合体。这项研究的目的是通过客户感知的价值来检验人际交往能力对社会商业行为的影响。我们采用人际交往能力调查表（ICQ）的方面来调查其对客户感知价值的影响，包括功利价值，享乐价值，社会价值和社交商业的隐私风险。然后，我们分析了从255位活跃的年轻消费者收集的主要数据，这些消费者在大学中使用社交媒体的全职和兼职学生。我们的发现表明人际交往能力对客户感知价值的影响。此外，它们还证明了功利价值和社会价值对社会商务行为意图的影响，