Determining Factors in the Acceptance of Social Shopping Websites

Jia Shen · Lauren B. Eder

32 citations0/0 files storedJournal of the Association for Information Systems

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Technology Adoption and User Behaviour Digital Marketing and Social Media Innovative Human-Technology Interaction

Abstract

While many businesses seek to seize the momentum of social networking sites, the combination of technology-enabled social networks and e-commerce may offer significant opportunities for retailers. Social shopping sites emerged as the latest developments to leverage the power of social networking with online shopping. Despite enormous business interests and potentials, little is known about whether users will adopt such systems. This paper extended the Technology Acceptance Model (TAM) to understand the adoption of social shopping sites. Besides perceived ease of use and perceived usefulness as proposed in TAM, this study explores three additional constructs: an online shopper’s tendency to social comparison, social presence, and perceived enjoyment in using the website. Results suggest that perceived usefulness and perceived enjoyment both affect behavioral intention to adopt social shopping sites. Users’ tendency to social comparison and perception of social presence are also significant antecedents in the model. Directions for future research are discussed.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1954A Theory of Social Comparison Processes 1990Flow: the psychology of optimal experience 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1 2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 1983Information Richness. A New Approach to Managerial Behavior and Organization Design 1990Flow. The Psychology of Optimal Experience. New York (HarperPerennial) 1990.

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