This study investigates the moderating effect of culture and the mediating effect of trust in a social
network community on the relationship between social interactions and purchase intention. Trust
transference theory, social interactions, and Hofstede’s cultural dimensions are considered. The findings
from the research support the moderating effect of culture and the mediating role of trust in a social
network community on the relationship between social interactions (in terms of closeness and
familiarity) and intention to purchase in social commerce environments. In addition, the mediating
effect of trust in a social network community is conditional on culture. The findings also suggest that
trust in a social network community may be attributed to the closeness and familiarity developed among
its members resulting from social interactions. The results presented herein are in line with the trust
transference theory. The empirical study results also suggest that social commerce market penetration in
East Asia may have relatively fewer barriers to overcome and be more likely to succeed than in the Latin
America region.