Document Type



This paper presents a research model to examine factors influencing brand loyalty and these relationships in social commerce. The model comprises four research hypotheses with five constructs, including behavioral beliefs, normative beliefs, control beliefs, justice and brand loyalty. The constructs are measured by well-supported measures in the literature. The hypotheses are tested via an empirical study of social commerce. Structural equation modeling is used to analyze survey data collected from 363 usable responses. The results show that, in the order of importance, control beliefs, behavioral beliefs and normative beliefs are the major factors contributing to justice and in turn enhance brand loyalty for the social commerce as a whole.