Unmasking the Behavioural Intention of Social Commerce in Developing Countries: Integrating Technology Acceptance Model

Abstract

Despite the fact that lifestyle of consumers is radically changing, which has a significant impact on business, little attention has been given to the lifestyle of users, which can influence social commerce (S-commerce). To bridge the gap, this study focused on investigating how assorted measures change the behavioural adoption of social commerce in a developing country by integrating the extension of the technology acceptance model (TAM). Data were gleaned using personal-administered structured questionnaires from Bangladesh participants who used social commerce. The developed hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Results revealed that perceived ease of use, perceived usefulness, perceived trust and perceived lifestyle have a positive influence on attitudes towards social commerce. In addition, attitudes towards social commerce have a positive relationship with the intention to adopt social commerce. Furthermore, perceived efficiency and perceived risk have an insignificant positive effect on changing attitudes towards adopting social commerce. Finally, these results’ theoretical and practical implications are discussed at the end. This study first contributes to extending the TAM by incorporating a new construct of perceiving lifestyle.

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