Purpose: The purpose of this paper is to develop a theoretical model based on Push–Pull–Mooring (PPM) framework consisting of direct, indirect and moderating effects, derived from technology acceptance model, unified theory of acceptance and use of technology and other extended theory, to...

Purpose: This study proposed a theoretical model to understand user intention to use social commerce (SC) of an emerging market based on social experience and social technology. The SC scope was limited to the third-party Social Network Sites utilized by the vendor to establish social...