The effect of social commerce on repurchase intention and word of mouth advertising with the mediating role of customer trust and satisfaction (case study: Alibaba Company)

The purpose of the research is "the impact of social commerce on the intention to repurchase and word of mouth advertising with the role of mediator of customer trust and satisfaction (case study: Alibaba company)" therefore, the research method of this research is applied, descriptive and survey, the statistical population of this research It includes the customers of Alibaba company, whose number is unknown, in order to determine the minimum required sample size, Cochran's formula was used for the unlimited population, so the minimum required sample size was 384 people, in order to measure the variables in the current research from the existing standard questionnaire. In the article, BIS is used, which was measured in a five-choice Likert spectrum and has a total of 22 questions. The face validity of this questionnaire has been provided to specialists and experts such as the honorable teacher, and its reliability has also been tested by Cronbach's alpha. Took In order to describe the findings, many tables and graphs will be used, in order to confirm and disconfirm the normality of the data distribution, the Kolmogorov Smironov test is used to measure the variables, and confirmatory factor analysis is used to check the validity of the construct. In order to check the fit of the model used in the research, the structural equation model test will be used in the Lisrel software environment, the research findings showed that the reputation of social business, the quality of social business information has an effect on customer satisfaction. The quality of social business information has an effect on word of mouth advertising with the mediating role of customer satisfaction. The quality of social business information, customer satisfaction has an effect on customer trust. Customer trust, customer satisfaction affects word of mouth advertising, customer satisfaction affects repeat purchase intention.