Factors influencing consumer intention in social commerce adoption.

Abstract

Purpose Social media remarkably changed the way of interaction between the consumers and organizations. The increased acceptance of social media has given rise to social commerce (s-commerce) and s-commerce usage is gradually increasing over the last few years. The progressive development of technologies suggests that s-commerce will become the mainstream for marketing and a literature survey indicates that there have not been many studies in this area. The purpose of this paper is to predict the factors influencing consumer intention towards the adoption of s-commerce. Design/methodology/approach This study uses a survey approach with reference to important behavioural factors such as satisfaction, ethics, trust, enjoyment/easiness, social pressure and awareness. The research model was developed to be in line with the available literature. The data were collected using a five-point Likert scale and the research model was tested using least square regression. Findings The results showed that user intention is significantly and positively related to perceived trust, enjoyment/easiness, social pressure, satisfaction and awareness. Also, “intention” was found to be a significant mediating factor for actual usage. Research limitations/implications First, the questionnaire was a “snap-shot” instead of longitudinal study. Second, future research should use other moderating variables that may affect the usage of social media. Also the study could apply a variant of research methods…