Social commerce involves using social media (such as Facebook, Flickr, etc.) to support two-way online interaction and continue to maintain customer relationship, for assisting various transactions. In the past the field of marketing research pointed out that e-commerce can make cost-efficient way to contact with customers. In the case of information transparency, customers do not easily believe that traditional advertising and promotion, instead believe that the social network members provide product information. Therefore, traditional way of marketing promote are not easily accepted by customers and consumes a lot of costs. With the emergence of social media, enterprises can not only improve customer engagement and interaction rates through social commerce but also allow conducting accurate marketing to increase marketing efficiency. However, there are many social marketing factors that have not been explored in past researches on electronic commerce. Thus, this study strives to develop an integrated model of social marketing effects on customer loyalty in order to explore this new business model, social commerce.
Through the combination of social marketing perspective, the study conducted an integrated model to investigate the effects of social interaction capital, perceived social trade risk, social commerce convenience, and social relationship value on customer loyalty. In the research model, social relationship value is proposed as a formative second-order construct driven by hedonic value and utilitarian value. In this study, we verified our research model and hypothesis with the data collected from 414 social commerce users. The result show as following: (1) social interaction capital has a positive influence on the social relationship value; (2) perceived social trade risk negatively influence social relationship value; (3) social commerece has positive influence socail relationship value; (4)social relationship value are positively related on customer loyalty.