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Factors influencing consumer intention in social commerce adoption

Factors influencing consumer intention in social commerce adoption PurposeSocial 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/approachThis 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.FindingsThe 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/implicationsFirst, 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 to include other techniques such as interviews, which allow for deeper understanding of the problem and issues.Practical implicationsSocial media represents an important platform for electronic commerce and has one of the most metamorphic impacts on business. Therefore, investigating the usage of s-commerce with reference to important behavioural factors could provide valuable information for companies in establishing policies and strategies. It could also be useful for management studies and researchers in understanding the consumers’ attitude towards usage of social media for commercial purposes.Social implicationsS-commerce creates opportunities for firms. Based on findings this research provides insights with major implications for marketers, who would like to generate direct sales on social network platforms.Originality/valueExisting literature focusses largely on the effectiveness of social media. Only a handful has endeavoured to analyse s-commerce systems and the literature on consumers’ behaviour in using s-commerce is not mature yet. This study is one of the few studies in this field, and aims to predict and explain the user acceptance of social media for commercial purposes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Information Technology & People Emerald Publishing

Factors influencing consumer intention in social commerce adoption

Information Technology & People , Volume 30 (2): 15 – Jun 5, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-3845
DOI
10.1108/ITP-01-2016-0006
Publisher site
See Article on Publisher Site

Abstract

PurposeSocial 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/approachThis 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.FindingsThe 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/implicationsFirst, 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 to include other techniques such as interviews, which allow for deeper understanding of the problem and issues.Practical implicationsSocial media represents an important platform for electronic commerce and has one of the most metamorphic impacts on business. Therefore, investigating the usage of s-commerce with reference to important behavioural factors could provide valuable information for companies in establishing policies and strategies. It could also be useful for management studies and researchers in understanding the consumers’ attitude towards usage of social media for commercial purposes.Social implicationsS-commerce creates opportunities for firms. Based on findings this research provides insights with major implications for marketers, who would like to generate direct sales on social network platforms.Originality/valueExisting literature focusses largely on the effectiveness of social media. Only a handful has endeavoured to analyse s-commerce systems and the literature on consumers’ behaviour in using s-commerce is not mature yet. This study is one of the few studies in this field, and aims to predict and explain the user acceptance of social media for commercial purposes.

Journal

Information Technology & PeopleEmerald Publishing

Published: Jun 5, 2017

References