DETERMINANTS OF CONTINUOUS USAGE BEHAVIOR OF SOCIAL COMMERCE : A STUDY OF SMALL ONLINE VENDORS IN PAKISTAN

• Main Authors: Muhammad Zaigham, Raza, Mahani Mohammad, Abdu Shakur, Shahnawaz, Saqib
• Format: Article
• Language: English
• Published: SOUTH FLORIDA PUBLICATIONS 2025
• Subjects: HB Economic Theory; HD28 Management. Industrial Management
• Online Access: http://ir.unimas.my/id/eprint/47911/1/Life%2B5537.pdf; http://ir.unimas.my/id/eprint/47911/; https://sdgsreview.org/LifestyleJournal/article/view/5537; https://doi.org/10.47172/2965-730X.SDGsReview.v5.n04.pe05537

Objective: The objective of this study is to investigate determinants of continuous usage behavior of small online vendors in social commerce under government support as moderator. Theoretical Framework: Social Exchange Theory and TOE framework provide theoretical underpinnings of this study to unde...