Panitharn Juntongjin - In: Cogent business & management 9 (2022) 1, pp. 1-22
This paper investigates satisfaction and loyalty in social commerce by integrating the role of emotion as a mediating … proposes a new validated model to explain satisfaction and loyalty in social commerce. Structural Equation Modelling (SEM) has … variable and level of involvement as a moderating variable. Based on cognitive appraisal theory, to explain satisfaction and …