The rising trend of online social shopping is evident from the increasing volume of online social commerce. However, despite the importance of this development, only a limited number of studies exist pertaining to the factors that affect social commerce intention. To fill this gap in the research, the present study develops a model identifying the antecedents of social commerce intention. Utilizing stimulus-organism-response (S-O-R) theory and the affordance lens, the current study attempts to explore the role of IT affordance, flow experience, and trust on social commerce intention. For this purpose, the empirical data were collected by means of an e-survey instrument from customers that had previously used a social commerce platform for shopping. The authors used the partial least squares structural equation modeling (PLS-SEM) method to verify the relationships proposed in the model. Our results show that: visibility affordance influences customer purchase intention through trust in the seller and trust in the social media platform; metavoicing affordance influences social commerce intention through flow experience and trust in the social media platform; and guidance shopping affordance influences social commerce intention through flow experience, trust in the seller, and trust in the social media platform. Some significant theoretical and managerial insights are also presented.

在线社交购物的增长趋势可以从在线社交商务的增长中看出。但是，尽管这一发展非常重要，但关于影响社会商业意图的因素的研究却很少。为了填补研究中的空白，本研究开发了一个模型，该模型可以识别社会商业意图的前因。本研究利用刺激－有机体－响应（SOR）理论和可负担性镜片，试图探索IT可承受性，流动经验和信任对社会商务意图的作用。为此，通过电子调查工具从以前使用社交商务平台购物的客户那里收集了经验数据。作者使用偏最小二乘结构方程模型（PLS-SEM）方法来验证模型中提出的关系。我们的结果表明：可见度提供能力通过对卖方的信任和对社交媒体平台的信任来影响客户的购买意愿；语音配给能力通过流媒体体验和对社交媒体平台的信任影响社交商务的意图；指导购物能力通过流程体验，对卖方的信任以及对社交媒体平台的信任影响社交商务的意图。还介绍了一些重要的理论和管理见解。语音配给能力通过流媒体体验和对社交媒体平台的信任来影响社交商务意图；指导购物能力通过流程体验，对卖方的信任以及对社交媒体平台的信任影响社交商务的意图。还介绍了一些重要的理论和管理见解。语音配给能力通过流媒体体验和对社交媒体平台的信任影响社交商务的意图；指导购物能力通过流程体验，对卖方的信任以及对社交媒体平台的信任影响社交商务的意图。还介绍了一些重要的理论和管理见解。