Abstract

As the largest social media user in Southeast Asia, Indonesia has many online marketplace platforms, which apparently cannot facilitate the sale of all items. As a legal country that adheres to a democratic system and eastern customs, some items are taboo to sell, so the sale is through social media trading. This study aims to analyze the user behaviour of social commerce towards the sale of items that are considered taboo by analyzing the variables of social commerce construct, relationship quality, social support, and social commerce intentions. This study uses the purposive sampling method to 578 valid respondents with analytical methods using Partial Least Square. Based on the results of data analysis can be concluded that social commerce affects relationships quality and social commerce intentions. Relationship quality affects social commerce intentions; social support affects relationships quality. However, social support does not affect social trading intentions, and social trading intentions significantly affect user behaviour in selling taboo items.