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Using Social Media as an E-Commerce Medium: Determinants of Technology Acceptance to Use E-Commerce via Social Media
Abstract
: Purpose-This researchexploreshow social media can be used as an e-commerce medium for the consumer's technology adoption of social commerce (specifically related to Facebook). The study tested TAM derived variables social commerceperceived usefulness and social commerce perceived ease of use, in addition to that the study included and tested social commerce constructs like social commerce perceived shopping enjoyment, social commerce social influence and social commerce interactivity. Methodology-A questionnaire was developed based on the available scales in the already-published literature. All model constructs requested participants to indicate their perceptions of five-point Likert-style responses. The data analysis was processed using Smart PLS. Measurement instrument constructs and the proposed model is tested for reliability and validity. Findings-The smart PLS results suggest that social commerce users, attitudes towards social commerce is impacted mostly by perceived usefulness, perceived interactivity and perceived enjoyment, and an extended TAM model framework is proposed after testing and found to be compatible within threshold values. Originality/value-There were not many studies related to technology acceptance of social commerce specifically based on e-commerce behaviour which made this study more unique based on Facebook page business by adding social commerce constructs andextending the TAM framework..
This research paper is confirmatory and predictive in nature. Focus of the paper is on the analysis of adoption and effectiveness of online website quality (OWQ) of the online selling organizations, in seeding intentions to revisit (ORVI) among online consumers. Online trust (OTRT) and TAM variables i.e., online perceived ease of use (OPEOU) and online perceived usefulness (OPU) were investigated in mediating role to predict visitor’s intentions to revisit online. The Likert Scale was used to measure all 31 indicators for five latent variables from a sample of 429 respondents with a due check for common method biasness to ensure constructs’ collinearity measures stay within limits. Reliability (above 0.70) and validity parameters (below 0.85) of all item-constructs were established statistically, after extracting 21 indicators all inclusive. Integration of the OTRT element with the OPEOU and the OPU of the shopping websites is demonstrated in structural relationship modeling, using Smart-PLS-4. A significant (p < 0.05) total variance in ORVI was 0.378 and well above recommended estimates in social science research. For hypothesis testing, every time bootstrapping (5000 subsamples) was performed to realize significance (p < 0.05) and eight out of the nine were significantly supported. The total mediation effect between OWQ and ORVI was significant. The highest path coefficient of 0.488 hailed between OWQ and OPEOU. PLSpredict results (0.14) indicate medium predictive power of the overall structural relationship model. This research would be beneficial for those online retailers who are interested to identify inadequacies of their website quality and seek to robust the repeat visit intentions of their potential users.
Social Media and mobile commerce changes the way organizations do business; Social networking has become popular and raised a controversial question on its profitability and future influences. This paper is to provide a general snapshot of social networking and mobile, summarize the benefits and limitations of social commerce and describe mobile social commerce. It also focus on understanding the relationship between mcommerce and e-commerce, discuss the current advantages and disadvantages of ecommerce and m-commerce, identify different m-commerce applications, study of security issues in online marketing and their effect on security and privacy issues. This paper is targeted towards business and IT leaders considering social media and mobile application in some or all of their business applications
Streaming media devices have recently become one of the innovative IT devices used to replace traditional smart TV sets. In order to examine user acceptance of streaming media device, this study proposes an extended research model based upon flow theory and investigates the relationship among flow, perceived usefulness, product-related characteristics (i.e., content quality, functionality, ease of use, portability), and a manufacturer-related characteristic (i.e., trust). Partial least square methodology was employed to test the proposed model and corresponding hypotheses on data collected from 305 survey samples. The results showed that flow and perceived usefulness, two mediating variables, has a significant influence on usage intention. Among the four antecedents reflecting product-related attributes, content quality has the strongest effect on flow. Interestingly, functionality and ease of use affected only perceived usefulness in an indirect way through flow. Thus, flow mediates the effect of functionality and ease of use on perceived usefulness. This study discusses a number of implications and offers insights useful for both researchers and practitioners.
Trust is a crucial issue in online shopping environments, but it is more important in social commerce platforms due to the salient role of peer-generated contents. This article investigates the relationship between trust in social commerce and purchase intentions and describes a mechanism to explain this relationship. We propose a main and two alternative models by drawing on three concepts: social commerce information seeking, familiarity with the platform, and social presence. The models clarify the mechanisms through which trust, familiarity, social presence, and social commerce information seeking influence behavioral intentions on social commerce platforms. Findings from a survey of Facebook users indicate that trust in a social networking site (SNS) increases information seeking which in turn increases familiarity with the platform and the sense of social presence. Moreover, familiarity and social presence increase purchases intentions. Findings indicate that the main model fits the data better than the alternative ones. Theoretical and managerial implications are discussed.
Asia's emerging markets are poised for explosive digital growth. With the rapid adoption of the Internet and the familiarisation of consumers with mobile devices, the mobile commerce market is set to become one of the most promising and lucrative growth markets. In Malaysia, although the mobile commerce market is relatively at its infancy stage, the mobile internet penetration is expected to grow rapidly in years to come. Numerous mobile commerce adoption studies have been investigated. However, little attention has been paid on what factors could be utilised to retain mobile commerce customers, which could in turn improve business performance. Therefore, this paper aims to bridge the gap by investigating the factors that affect mobile commerce customer loyalty in Malaysia by incorporating e-service quality models and relationship quality theories in the context of mobile commerce. Specifically, the objective of this study is to examine the relationships between e-service quality dimensions of efficiency, system availability, fulfilment and privacy, and relationship quality dimensions of satisfaction, trust and commitment with customer loyalty in mobile commerce services. Online survey method was used for data collection. Out of the 300 questionnaires distributed, 214 were completed and returned, yielding a response rate of 71.3 percent. Data were subsequently analysed using the Structural Equation Modelling (SEM) method. The research findings contributed significantly in filling up the knowledge gap regarding the determinants of customer loyalty in mobile commerce services. The study may assist mobile commerce service providers, marketers and managers in their decision making as well as improving their profitability, products and services.
This article presents a model of how social influence processes affect individuals' attitudes toward communication media and media use behavior. The model integrates two areas of research. One body of work posits that media use patterns are the outcome of objectively rational choices. These choices involve evaluating communication options and selecting an appropriate medium to match the communication requirements of the task. The second perspective is social information processing theory (Salancik & Pfeffer, 1978). This approach proposes that attitudes and behaviors are partially determined by information embedded in the social context. The synthesis of these perspectives asserts that media characteristics and attitudes are in part socially constructed. Furthermore, attitudes are influenced by attributions based on observations of one's own past behavior. This model is shown to explain a wider range of existing empirical findings. Also, new propositions are derived to guide future research. This social construction model of media use has significant implications for the design, conduct, and reporting of future research in organizations.
Social Media has been gaining popularity worldwide over the last years at an increasingly growing rate. Motivated by this fact, firms are piloting different approaches of promoting their products and services to consumers in order to capitalize on the prominence of such websites. However, there is much debate in the academic and business community about the potential of social media as a platform for marketing and commerce, and the viable strategies that could constitute them as a possible solution for future ventures. Research to date has been growing, with only a limited number of studies exploring the business potential of social media. The aim of this research is to elucidate how specific aspects of social media websites foster user intention to browse products, and the effect that this has in shaping purchasing and information sharing intentions. Utilitarian and Hedonic motivation theory provides the theoretical background on which we segregate the factors that contribute to product browsing on social media websites. Partial Least Squares (PLS) analysis is performed on data obtained from 165 social media users to test our research model. Outcomes indicate that specific aspects trigger Utilitarian (Convenience and Product Selection) and Hedonic (Idea and Adventure) motivations which in sequence impact user intention to browse products on such mediums. Finally, browsing intention is linked in a significantly positive manner with purchasing and word-of-mouth intention.
Social commerce is an emerging trend in which sellers are connected in online social networks, and where sellers are individuals instead of firms. This paper examines the economic value implications of a social network between sellers in a large online social commerce marketplace. In this marketplace each seller creates his or her own shop, and network ties between sellers are directed hyperlinks between their shops. Three questions are addressed: (i) Does allowing sellers to connect to one another create value (i.e., increase sales), (ii) what are the mechanisms through which this value is created, (iii) how is this value distributed across sellers in the network and how does the position of a seller in the network (e.g., its centrality) influence how much it benefits or suffers from the network? We find that: (i) allowing sellers to connect generates considerable economic value, (ii) the network's value lies primarily in making shops more accessible to customers browsing the marketplace (the network creates a "virtual shopping mall"); and (iii) the sellers that benefit the most from the network are not necessarily those that are central to the network, but rather those whose accessibility is most enhanced by the network.
Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.
Little is known about the attitudes that consumers have toward social network advertising. To explore this phenomenon, the authors developed a theoretical framework to explain the antecedents and consequences of social network advertising on online behaviors. Based on survey data, four antecedents and two consequences were examined. Drawing upon the technology acceptance model (TAM), the authors developed and tested a series of hypotheses based on this framework. The analysis confirmed the hypothesized relationships and revealed new paths among some constructs on the model. The article concludes with a discussion of implications for future research.
The development of social media applications has given rise to a new e-commerce paradigm called social commerce. The social features inherent to these applications foster user interaction and contribution which facilitate the online buying and selling of products and services. But businesses face challenges in making their websites socially rich by implementing the features that address their customers' needs. Moreover, social commerce can be achieved in two ways: one brings e-commerce to social media platforms; the other brings social media to e-commerce websites. Faced with such choice, businesses need to understand their customers' preferences with regard to online social and commercial activities. To this end, we investigated user preferences of the social features implemented on current social commerce websites. Using a survey, we identified important features such as providing the “comment” button, encouraging users to respond to comments made by others, and providing product reviews. In addition to the practical implications consisting of insights for the design of social commerce, we found that, in presence of social and commercial features, users visit social networks mainly to socialize, and visit e-commerce websites mainly to shop.
As brands solidify their place in social media environments, consumers' expectations have amplified, thus spurring the development of technologies to assist with the engagement process. Understanding the ways in which brands can preserve the one-to-one characteristics and intimate relationship qualities offered by social media while still meeting consumer expectations amidst the escalating volume of interactions has become essential. Drawing on the communications literature, this research proposes that parasocial interaction (PSI) theory may be used as a theoretical lens for designing successful social media strategies. Three studies, using a multi-method approach, provide evidence of PSI's role in the development of positive relationship outcomes. Mediation analysis reveals that this sense of feeling connected with the brand goes beyond the interaction itself and drives increased feelings of loyalty intentions and willingness to provide information to the brand. Evidence from this research suggests that these effects may not hold when consumers are aware of the possibility that the brand's social media response may be automated. These findings offer marketers theoretical guidance for fostering relationships in social media environments.
The development of social networking sites (SNSs) has given rise to a new e-commerce paradigm called social commerce (s-commerce). S-commerce is a subset of e-commerce and uses SNSs for social interactions and user contributions to facilitate the online buying and selling of various products and services. Recent years have witnessed the rapid growth of s-commerce in Korea, but this growth has involved a number of transaction-related issues such as no delivery and the delivery of wrong items. In particular, consumers’ trust has become a crucial factor in the success of s-commerce firms, requiring these firms to make more effort to gain this trust. In this regard, this study identifies the key factors in s-commerce [reputation, size, information quality, transaction safety, communication, economic feasibility, and word-of-mouth (WOM) referrals], that is, the characteristics of s-commerce influencing Korean consumers’ trust in s-commerce. In addition, the study assesses the effects of trust on trust performance (purchase intentions and WOM intentions). The results of an empirical analysis based on a sample of 371 s-commerce users indicate that all the characteristics of s-commerce (except for economic feasibility) had significant effects on trust and that trust had significant effects on purchase and WOM intentions. The results have important implications for s-commerce firms wishing to develop a successful business model for providing their customers with trustworthy services.
Broadband communication at home allows television to become an e-commerce medium that merges video, voice, and transactional data. t-commerce is electronically mediated commerce using interactive television. Theoretical and empirical analysis was undertaken and reported here to explain the factors that influence potential users’ adoption of t-commerce by extending the technology acceptance model. The study also compared the factors influencing t-commerce adoption between experienced and inexperienced users. Seven factors were identified: perceived ease of use, perceived usefulness, perceived enjoyment, trust, attitude, normative belief of family and friends, and subjective norm. Although the factors were not the same between the two groups, the differences were not large. Perceived enjoyment is the most important factor affecting attitude and behavioral intention toward t-commerce. From a theoretical point of view, the study extended the TAM for t-commerce adoption by potential users in the home environment. Moreover, this study also provided practical implications for t-commerce providers.
The growth and popularity of online social networks has created a new world of collaboration and communication. More than a billion individuals around the world are connected and networked together to create, collaborate, and contribute their knowledge and wisdom. Despite the importance of online social networks, there is relatively little theory-driven empirical research available to address this new type of communication and interaction phenomena. In this paper, we explored the factors that drive students to use online social networks (e.g., Facebook). Specifically, we conceptualized the use of online social networks as intentional social action and we examined the relative impact of social influence, social presence, and the five key values from the uses and gratification paradigm on We-Intention to use online social networks. An empirical study of Facebook users (n=182) revealed that We-Intention to use online social networks is strongly determined by social presence. Among the five values, social related factors had the most significant impact on the intention to use. Implications for research and practice are discussed.