Abstract:
Social commerce has made a paradigm shift where consumers purchase commodities using social commerce
websites. Social media plays a vital role in reaching customers and potential buyers. It has changed the
traditional way of marketing into social marketing. Wide acceptance of social media by businesses and
consumers apparently have provided enormous research opportunities. Hence, the purpose of the current study
was to formulate and validate a comprehensive model to examine consumer intentions of social commerce
websites. In this study, Technology Acceptance Model (TAM) was extended with collaboration technology
constructs. The model was empirically tested for its statistical validity. Data were collected by administering a
survey questionnaire. Structural equation modeling (SEM) approach was used for data analysis. The findings of
this study would help to narrow the knowledge gap in this context and will provide valuable information for
organizations to develop competitive long-term marketing strategies.
