This study investigates the social support exchange process in social commerce. It confirms the influence of receiving online social support on giving social support meditated by peer relations in social commerce. The theoretical model was examined with data collected from 302 consumers that are involved in social commerce. The partial least squares method was employed to validate the proposed hypotheses. The findings suggest that the effect of receiving social support, that is, informational and emotional supports, on intention to offer support in social commerce is partially mediated by peer relations, that is, trust in peers and the norm of reciprocity. This study enhances our understanding of social commerce research by investigating the social support exchange process among peers. Moreover, this study extends the peer relations perspective to the context of social support exchange in social commerce.

本研究调查了社交商务中的社会支持交换过程。它证实了接受在线社会支持对社会商务中同伴关系冥想的社会支持的影响。该理论模型通过从 302 名参与社交商务的消费者收集的数据进行了检查。采用偏最小二乘法来验证所提出的假设。研究结果表明，接受社会支持（即信息和情感支持）对在社交商务中提供支持的意愿的影响部分由同伴关系调节，即对同伴的信任和互惠规范。本研究通过调查同龄人之间的社会支持交换过程，增强了我们对社会商务研究的理解。而且，