Title: Social comparison and trust in the acceptance of social shopping websites

Authors: Jia Shen, Lauren Eder, J. Drew Procaccino

Addresses: Department of Computer and Information Systems, College of Business Administration, Rider University, 2083 Lawrenceville Rd., Lawrenceville, NJ 08648, USA. ' Department of Computer and Information Systems, College of Business Administration, Rider University, 2083 Lawrenceville Rd., Lawrenceville, NJ 08648, USA. ' Department of Computer and Information Systems, College of Business Administration, Rider University, 2083 Lawrenceville Rd., Lawrenceville, NJ 08648, USA

Abstract: With many businesses seeking to seize the momentum of the online social networking phenomenon, social shopping sites have emerged among the latest developments to leverage the power of social networking with online shopping. While the adoption of information technology in general is well studied, new theoretical development can provide a better understanding of the specific characteristics associated with online social shopping applications. This paper extends the Technology Acceptance Model (TAM) with two additional constructs: an online shopper|s tendency to social comparison, and trust in information privacy and data security. Results support the proposed model. Directions for future research are discussed.

Keywords: electronic business; social shopping; social comparison; trust; information privacy; data security; e-business; social networking; online shopping; technology acceptance model; TAM.

DOI: 10.1504/IJEB.2010.035292

International Journal of Electronic Business, 2010 Vol.8 No.4/5, pp.360 - 375

Available online: 21 Sep 2010 *

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