Abstract:
In the growing landscape of social commerce (s-commerce), understanding the factors
that drive customer satisfaction and loyalty is critical for businesses seeking sustainable
growth and success. This study examines the complex interactions between perceived
usefulness, trust, social commerce aspects, and the role of emotion in shaping customer
satisfaction and loyalty in an s-commerce context.
This study adopted quantitative analyses examine the relationships between perceived
usefulness, trust, social commerce engagement, emotional responses, and customer
satisfaction and loyalty. A total of 219 s-commerce shoppers responded to a set of
questionnaires in Google forms. The data collected were then evaluated using the
Statistical Package for the Social Science (SPSS) Version 23. A measurement model
and hypotheses testing were also conducted using SPSS software. The Univariate
analysis revealed that the level of perceived usefulness, trust, social commerce, role of
emotion, satisfaction and loyalty in s-commerce is high. Further the Pearson Correlation
analysis revealed that there were positive significant relationships exists between
perceived usefulness, trust, social commerce, role of emotion, satisfaction and loyalty.
Regression analysis showed that perceived usefulness, trust, social commerce and role
of emotion has a significant impact on satisfaction and loyalty in s-commerce.
The implications of this research extend to academia, industry, policy, and education,
offering valuable insights for theory development, business strategy, regulatory
frameworks, and curriculum design. By comprehensively understanding the impact of
perceived usefulness, trust, social commerce, and emotion on satisfaction and loyalty
in s-commerce, businesses can cultivate meaningful relationships with customers,
enhance user experiences, and drive sustainable growth in the digital marketplace.
