MOA and TRA in social commerce: An integrated model

The growth of social commerce and social shopping communities have changed the nature of online shopping and human social interaction. However, relatively little work has been conducted to study the motivational factors affecting the individuals´ social commerce behavior. Drawing from both Motivation, Opportunity and Ability Theory (MOA), and Theory of Reasoned Action (TRA), this paper examines the influence of motivation, ability and opportunity on social commerce adoption. Survey questionnaires are personally-administered to 220 university students. Results indicate that individuals´ behavioral intention to use social commerce is predicted with higher levels of motivation, ability and normative belief. Individuals´ behavioral intention to use social commerce also significantly affects the individuals´ actual social commerce behavior. This paper concludes with a discussion of research implications and new directions for future studies in the field social commerce.