Loyalty is an important key performance indicator to assess a business's success, especially in an online business environment with fierce competition. The explosion of social networking sites has created a new form of business: social commerce. Simultaneously, the scale of loyalty in online transactions has some limitations; hence, this research aims to develop and validate an electronic loyalty scale in the context of social commerce. The study used a mixed research method with two phases of a sequential exploratory strategy. Qualitative research generated the scale and was used in the initial filtering to develop an e-loyalty scale for social commerce. This study conducted two quantitative studies with 715 social commerce shoppers in five developed areas in Vietnam: Ho Chi Minh City, Ha Noi City, Hai Phong City, Da Nang City, and Binh Duong Province. Based on our research survey and literature review, the research results showed that electronic loyalty in social commerce is expressed in three dimensions: preference, interaction, and personal information’s disclosure. Then, the research proposed several relevant implications for other researchers and administrators of online businesses.

中文翻译：

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社交商务中的电子忠诚度：规模开发和验证

忠诚度是评估企业成功与否的重要关键绩效指标，尤其是在竞争激烈的在线商业环境中。社交网站的爆炸式增长催生了一种新的商业形式：社交商务。同时，在线交易中的忠诚度规模也存在一定的局限性；因此，本研究旨在开发和验证社交商务背景下的电子忠诚度量表。该研究采用混合研究方法，具有两个阶段的顺序探索策略。定性研究产生了该量表，并用于初始过滤以开发社交商务的电子忠诚度量表。本研究对越南五个发达地区的 715 名社交商务购物者进行了两项定量研究：胡志明市、河内市、海防市、岘港市、和平阳省。根据我们的研究调查和文献回顾，研究结果表明，社交商务中的电子忠诚度表现在三个维度：偏好、互动和个人信息披露。然后，该研究对其他研究人员和在线业务的管理员提出了一些相关的影响。