The Role of Social Capital on Social Commerce: An Empirical Study of Facebook Users

This study proposes an integrated research model to validate the effects of social capital (e.g., cognitive, relational and structural) on social commerce among Facebook users’ from the perspective of the uses and gratifications (U&G) theory. This study collects 525 valid samples and indicates that social capital significantly and positively influences on social commerce. This study contributes to the research on uses and gratifications (U&G) theory in two different ways. Firstly, it indicates that social capital influences social commerce activities. Secondly, it validates the roles of social capital in the relationship between social interaction and commerce in Facebook.