Social comparison and trust in the acceptance of social shopping websites

Abstract

With many businesses seeking to seize the momentum of the online social networking phenomenon, social shopping sites have emerged among the latest developments to leverage the power of social networking with online shopping. While the adoption of information technology in general is well studied, new theoretical development can provide a better understanding of the specific characteristics associated with online social shopping applications. This paper extends the Technology Acceptance Model (TAM) with two additional constructs: an online shopper's tendency to social comparison, and trust in information privacy and data security. Results support the proposed model. Directions for future research are discussed.

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