A research framework for social commerce adoption

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Purpose Social relationships on the internet through the emergence of Web 2.0 applications created new opportunities for business. This is mainly because of the growth of social networking sites, which has also developed e‐commerce. The current development in e‐commerce opened a new stream, entitled social commerce, which is using social technologies to create an environment for generating social interactions. These social interactions can drive online social support in e‐commerce, which in turn is creating trust and an increased intention to use social commerce. Design/methodology/approach This research used social support theory and related theories on intention to use to propose a theoretical framework for the adoption of social commerce. Findings The model predicts that forums and communities, ratings, reviews, referrals and recommendations are helping to introduce new business plans for e‐vendors. The model also shows trust is an on‐going issue in e‐commerce and can be built through social commerce constructs. Research limitations/implications There is limited research in the area of social commerce which this study seeks to redress. This study proposes a new model which can be extended by other constructs. However, the research needs to empirically test the constructs of the proposed model and their relationship. Originality/value This paper introduces social commerce constructs, namely; recommendations and referrals, forums and communities and rating and reviews. The bases of the model proposed in this research are IT adoption and literature in the area such as PU and intention to buy or trust. These highlight the key role of ICT in the behaviour of online customers. This can be a development for e‐commerce adoption models and the results signify that IS has a reference discipline for the behaviour of online consumers. This is an issue in marketing where not enough attention is paid to the importance of IT and IS.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2003Trust and TAM in Online Shopping: An Integrated Model1 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 1998Issues and opinion on structural equation modeling 1991Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior 2002Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior 2007The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

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2014A study of the impact of social media on consumers 2015Social commerce constructs and consumer's intention to buy 2014The role of social support on relationship quality and social commerce 2017The effect of social media on firm performance 2016Understanding social commerce: A systematic literature review and directions for further research

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