©　2018,　Springer　Science+Business　Media,　LLC,　part　of　Springer　Nature.　Friendship　plays　a　critical　role　in　social　commerce　in　contemporary　societies.　This　study　aims　to　theorize　and　examine　how　friendship　quality　impacts　purchase　intention.　Product-related　risk　is　introduced　to　gain　insight　into　its　moderating　effects　on　intention　to　purchase　from　three　different　seller　groups.　Through　empirical　evidence,　we　confirm　that　friendship　quality　has　positively　effect　on　purchase　intention.　In　particular,　friends　with　high　friendship　quality　(i.e.,　good　friends)　are　more　conducive　to　selling　high-price　high-risk　products.　However,　friends　with　low　friendship　quality　(i.e.,　simple　friends)　are　not　as　attractive　as　strangers　having　good　user　reviews　(i.e.,　reputable　strangers).　In　other　words,　people　are　more　willing　to　buy　from　reputable　strangers　than　from　simple　friends.　Theoretically,　these　results　contribute　to　a　better　understanding　of　the　effect　of　friendship　quality　on　purchase　intention.　Finally,　this　research　offers　several　practical　implications　for　developing　successful　businesses　in　social　commerce.