خلاصة:
The main purpose of this research is to investigate the effect of social commerce elements on eloyalty with the mediating role of e-satisfaction and e-trust in customers of Isfahan internet supermarkets. This research is descriptive and correlational in terms of applied purpose and method. The statistical population included customers of online supermarkets in Isfahan city, 384 people were selected as a sample. Sampling has been done as available sampling method. The method of data collection was the field method and the use of a researcher-made questionnaire adapted from standard questionnaires, whose validity and reliability have been checked and confirmed. Wang and Chen (2012) questionnaire for social business elements, Song and Kim (2010) questionnaire for trust, Jang et al. (2008) questionnaire for loyalty, and Liang et al. (2011) questionnaire for satisfaction. Data analysis was done by structural equations with the approach of least partial equations and using SPSS and Smart PLS software. The method of data analysis was the use of structural equations and path coefficients. The results of the research showed that the elements of social commerce have a positive and significant effect on the electronic loyalty of customers in the supermarkets of Isfahan city. Also, the mediating role of e-satisfaction and e-trust in the relationship between elements of social commerce and e-loyalty has been confirmed. Based on these results, it can be said that the elements of social merchants have more effects on customer loyalty than the internet supermarkets of Isfahan city by influencing mediating variables such as customer satisfaction and trust.