Social Commerce Acceptance: Integrated Model with Collaboration Theories and Technology Acceptance Model

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.