Social Commerce Adoption by Saudi Consumers: A Conceptual Model

Salma S. Abed · Yogesh Kumar Dwivedi · Michael D. Williams

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

Abstract

This study aims to examine the factors that affect consumer adoption of social commerce technologies in the context of Saudi Arabia. The proposed conceptual model is extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) by including other external factors: trust, perceived risk, innovativeness, and information quality. A quantitative field survey will be conducted to gain the data from a convenience sample of Saudi customers using a self-administrated questionnaire. The results of this study will be useful for learning how Saudi Arabian customers’ adoption of social commerce technologies can be improved.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 1998Principles and Practice of Structural Equation Modeling 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2003Trust and TAM in Online Shopping: An Integrated Model1 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents 2019Social Science Research: Principles, Methods and Practices 1978Innovativeness: The Concept and Its Measurement 2012Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance

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