Modeling Users' Acceptance of Social Commerce

Social commerce creates a range of tremendous opportunities and new revenue streams for businesses worldwide across all industry sectors. To keep up with this pace, companies increasingly want to understand the behavioral attitude of social networking site (SNS) users. This article examines SNS users' reaction towards different parameters that would influence their intention to purchase products and services through or via SNS. The extant literature focuses on understanding the factors that might affect consumers' behavioral intention to adopt social commerce. In this study, new theoretical constructs are combined with existing evidence in order to extend the technology acceptance model as it was initially established by Davis and later further enriched by other researchers. The proposed conceptual model includes behavioral intention, perceived ease of use, perceived usefulness, trust, enjoyment, closeness, familiarity and reward.