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Resumo

The study aims to examine user's perceptions of the service quality of social networking sites (SNSs), contributing to customer satisfaction and usage intention leading to social commerce (s-commerce) intention. An online survey with a structured questionnaire was conducted to obtain contextual data, comprising 549 valid samples. The results indicate that outcome and environment quality have a significant influence on satisfaction, whereas interaction and outcome quality have a positive impact on usage intention of SNSs. Satisfaction is a noble indicator of usage intention; social capital and perceived trusts have a significant effect on s-commerce intention; and usage intention has the greatest influence on s-commerce intention. Perceived trust proves to be an important partial mediator between usage intention and s-commerce intention. Our results highlight the important role of service quality in behavioral perceptions of SNS users, shed much light on the social capital and s-commerce intention, and provide valuable contributions for understanding s-commerce behavior in SNSs context. The results of this study bridge gaps in SNS literature by demonstrating how s-commerce vendors or SNS practitioners can increase service quality, resulting in increased customer satisfaction and usage intention and thereby affecting the acceptance of s-commerce.

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