“…Among the challenges of online SNSs sellers as opposed to established and well-known firms is to gain trust and reputation from customers to participate in the selling and buying activities. Studies have investigated the factors that influence customers' purchase intention from various dimensions and theories (Han, 2014;Hajli, 2015;Che and Cheung, 2017;Hsu et al, 2017;Pothong and Sathitwiriyawong, 2017;Chen, Hsiao, and Wu, 2018). However, there is still insufficient research specifically study on the customers' purchase intention in social commerce (Esmaeili and Hashemi G., 2019).…”