خلاصة:
Advancement in e-commerce technologies and emerge of web 2.0 applications
developed e-commerce. Nowadays, customers are entering new platform, where
they are more active than before through participating in business process with
the Web 2.0 applications. By the impact of the new stream in e-commerce,
social commerce, we propose and test an adoption model at the customer level.
Impact of social commerce in the e-commerce has been examined in this
research to have a better understanding of consumers’ behavior. This research
proposes an integrated model drawing on TAM and SCAM. We collected the
data through a survey and applied structural equation modeling (SEM) approach
with the aim of partial least square (PLS) to analyze the data. According to the
results social commerce components are impacting e-commerce adoption
process. In the end conclusion, implications for e-commerce research, practical
implications, implementation for IS researchers, key results,limitation and future
direction of this research discussed.
ملخص الجهاز:
By the impact of the new stream in e-commerce, social commerce, we propose and test an adoption model at the customer level.
In the current literature of e-commerce adoption, there are many conceptual frameworks which are mostly affected by two main streams, Technology Acceptance Model (TAM) (Davis, 1989) and Theory of Planned Behaviour (TPB) (Ajzen, 1989) (e.
More specifically, we recognized the underlying components of s-commerce, which are social media, ratings and reviews, social shopping, social advertising, recommendations and referrals, and forums and communities (Hajli, 2012) and integrated them into TAM and SCAM other influential constructs on e- commerce adoption.
Getting information of shopping process is similar to window shopping (Gefen 2000), which transfer information related to a product from e-vendor website to a consumer (Pavlou and Fygenson, 2006) and it is investigated by the effect of s-commerce component in this research.
SCAM Social Commerce Acceptance Model (SCAM) (Hajli, 2012) indicated the importance of s-commerce components in intention to buy behaviour of customers.
How customers web experience will affect their trust and perceived ease of use of e- vendors is an under-researched subject.
This has been found in many research studies on e-commerce adoption (Pavlou 2003; Luhmann, 1979; Gefen & Straub, 2004) and now is a main construct in s-commerce (Hajli, 2012).
In the new business environment of content generation by users, as indicated in the model trust will increase, users perceive more usefulness and e-commerce adoption will improve in customer level.