Extending the investment model in social commerce: the role of trust in continuance purchase intention

Purpose – This study aims to explore consumers’ continuance intention to purchase in social commerce from the perspective of the investment model. Design/methodology/approach – A total of 867 US consumers participated in this study, and a mixed-methods approach was adopted in the study by employing partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Findings – The PLS-SEM findings showed that investment size and satisfaction positively affected trust and commitment, which in turn influenced continuance intention. Although the direct impact of quality of alternatives on commitment was not found, it had an indirect effect on commitment through trust. Furthermore, six configurations were identified in the fsQCA findings, and they effectively predicted a high level of continuance intention to purchase in social commerce. In particular, satisfaction and quality of alternatives played critical roles in explaining continuance intention in social commerce. Originality/value – This study provides new insights into social commerce by integrating interpersonal trust into the investment model. Additionally, the use of both symmetric (PLS-SEM) and asymmetric (fsQCA) techniques uncovers linear effects as well as multiple causal configurations. These findings offer valuable perspectives for designing platforms and developing retention strategies.