The purpose of this paper is to review the literature and empirically examine a theory-based model in the context of social commerce (s-commerce). The study examined the popular photo-sharing platform “Instagram” to determine the value of s-commerce and its acceptance by customers.Design/methodology/approachUsing the unified theory of acceptance and use of technology (UTAUT) as the theoretical framework, the researcher examined the proposed research model and related hypotheses. A survey questionnaire of 441 Instagram users in Saudi Arabia was collected and analyzed using structural equation modeling.FindingsThe results revealed that social influence and trust are the most significant factors affecting behavioral intention. In contrast, the effect of facilitating conditions on behavioral intention was found to be not significant.Originality/valueVery limited empirical research has been conducted in the context of s-commerce in the Arab region generally and in Saudi Arabia specifically. The findings of the present study will provide guidance that could be put into action for marketers and professionals in Saudi Arabia.
Journal of Advances in Management Research – Emerald Publishing
Published: May 10, 2018
Keywords: UTAUT; Trust; Instagram; S-commerce