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Cognitive and affective factors influencing customer adoption of social commerce: an empirical study
by Shin-Yuan Hung; Hsin-Min Hung; Chia-Ming Chang; Jacob Chia-An Tsai
International Journal of Business and Systems Research (IJBSR), Vol. 9, No. 2, 2015


Abstract: The purpose of this study is to explore the determinants that influence a customer's adoption of social commerce. We seek a broader understanding from a cognitive and affective perspective to explain the formation of a customer's attitude. Based primarily on the theory of reasoned action, and supplemented by the cognitive, affective, and social influence, a sample of 446 customers of social commerce in Taiwan was tested. The findings show that perceived usefulness, communication quality, epistemic curiosity, affect-based trust, satisfaction, perceived playfulness, external influence, and interpersonal influence are critical determinants of a customer's attitude formation. The implications and recommendations for social commerce are discussed.

Online publication date: Fri, 15-May-2015


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