Authors: Radwan Al-Dwairi
Addresses: Department of Management Information Systems, Faculty of Information Technology and Computer Science, Yarmouk University, Irbid, P.O. Box 566, Zip Code 21163, Jordan
Abstract: Social commerce is a subset of e-commerce, which utilises social networking tools. Customers' adoption of this new technology is not addressed by researchers in Jordan and consequently not yet completely understood. To our knowledge, this research is the first one that studied Jordanians intention to adopt social commerce. This study proposed a conceptual model based on the technology acceptance model (TAM) and empirically tested using a survey of 299 Jordanian respondents. Findings of the study showed that perceived ease of use, perceived usefulness, information quality, social support, and trust significantly impacted Jordanian's intention to adopt s-commerce. Results of this study showed that the five constructs of the model explained (33.6%) of the variance of respondent's intention. In addition, the F-test of the model's variables was highly significant which means that there is a linear relationship between those variables. Thus, results of this study demonstrate the applicability of our model in testing this phenomenon.
Keywords: social commerce; s-commerce; social media; customer behaviour; intention; technology acceptance model; TAM; social platforms; social support; trust.
International Journal of Business Information Systems, 2017 Vol.26 No.3, pp.277 - 296
Received: 28 Mar 2016
Accepted: 13 May 2016
Published online: 06 Oct 2017 *