Understanding social commerce adoption: An extension of the Technology Acceptance Model

Building on Technology Acceptance Model, this paper aims to investigate the influence of perceived ease of use, perceived usefulness and trust on behavioral intention of social commerce users. The model is empirically tested using survey data collected from 220 social commerce users. Our results show that four measures (i.e., security, situational normality, vendor familiarity, structural assurance) are the determinants of trust. Perceived ease of use is a causal antecedent to perceived usefulness. Individuals´ behavioral intention to use social commerce is built through user trust. The discussion concludes by drawing research implications and new avenue for future studies.