A Three Country Comparative Study of Social Commerce Adoption

Abstract

When compared to Western countries, social commerce is growing much more rapidly in Asian countries. This is especially the case in Southeast Asian countries. This study compares the influential social commerce factors in the USA, Thailand, and Vietnam. Five hundred and twenty-five (525) Americans, three hundred seventeen (317) Thai and four hundred and forty-seven (447) Vietnamese participated in this study. The results of this study reveal the commonalities and differences in social commerce usage between Eastern and Western countries. Using structural equation modeling, this study provides evidence that normative beliefs, technology competency, perceived security, perceived privacy, and perceived usefulness significantly influence the decision to use social commerce in all three countries. While the factor perceived ease of use was only significant in Vietnam, perceived trust was significant in the USA and Thailand, and perceived social presence was significant in Thailand and Vietnam.

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