Factors Influencing Beliefs Formation towards the Adoption of Social Commerce in SME Travel Agencies

Mohammad Dalvi‐Esfahani · Hamed Shahbazi · Mehrbakhsh Nilashi · Sarminah Samad · Abbas Mardani · Dalia Štreimikienė

15 citations0/0 files storedEconomics & Sociology

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Technology Adoption and User Behaviour Entrepreneurship Studies and Influences Digital Marketing and Social Media

Abstract

The purpose of this study is to investigate the factors that influence beliefs formation towards the adoption of social commerce in SME travel agencies.Accordingly, a distal-proximal model is developed to study CEOs' beliefs towards the usefulness of social commerce.Data were collected through a questionnaire survey of travel agencies' CEOs in Isfahan, Iran.With 180 collected data from respondents, the Partial Least Squares-Structural Equation Modeling approach was taken to assess both measurement and structural models of the study.The results revealed that CEOs' innovativeness and attitude towards IT as individual factors, and organizational resources as institutional factor were significantly explained beliefs formation of respondents towards the usefulness of social commerce.However, it was found that the influences of CEOs' IT knowledge, subjective norms (professional peers, employees) and firm size on perceived usefulness were found insignificant.Implications of the study are further discussed.

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References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1992A power primer.1988Structural equation modeling in practice: A review and recommended two-step approach.1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2011PLS-SEM: Indeed a Silver Bullet

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