Investigating the effect of social commerce elements on electronic loyalty with the mediating role of satisfaction electronics and electronic trust in customers of Isfahan internet supermarkets

The main purpose of this research is to investigate the effect of social commerce elements on eloyaltywith the mediating role of e-satisfaction and e-trust in customers of Isfahan internetsupermarkets. This research is descriptive and correlational in terms of applied purpose andmethod. The statistical population included customers of online supermarkets in Isfahan city, ۳۸۴people were selected as a sample. Sampling has been done as available sampling method. Themethod of data collection was the field method and the use of a researcher-made questionnaireadapted from standard questionnaires, whose validity and reliability have been checked andconfirmed. Wang and Chen (۲۰۱۲) questionnaire for social business elements, Song and Kim(۲۰۱۰) questionnaire for trust, Jang et al. (۲۰۰۸) questionnaire for loyalty, and Liang et al. (۲۰۱۱)questionnaire for satisfaction. Data analysis was done by structural equations with the approach ofleast partial equations and using SPSS and Smart PLS software. The method of data analysis wasthe use of structural equations and path coefficients. The results of the research showed that theelements of social commerce have a positive and significant effect on the electronic loyalty ofcustomers in the supermarkets of Isfahan city. Also, the mediating role of e-satisfaction and e-trustin the relationship between elements of social commerce and e-loyalty has been confirmed. Basedon these results, it can be said that the elements of social merchants have more effects on customerloyalty than the internet supermarkets of Isfahan city by influencing mediating variables such ascustomer satisfaction and trust.

Keywords:

social business , electronic customer loyalty , electronic customer satisfaction , electronic customer trust