Factors Influencing Use of Social Commerce: An Empirical Study from Indonesia

Abstract

This research aims to analyze the factors affecting the acceptance of social commerce, including performance expectancy, effort expectancy, social support, facilitating conditions, hedonic motivation, habitability, price saving orientation, and privacy concerns using the Unified Theory of Acceptance and Use of Technology (UTAUT2). UTAUT2 has been examined and modified in various contexts. The research model studies the acceptance and use of technology in the context of customers. This study adopts a quantitative method using the partial least squares regression (PLS) approach involving 244 respondents. The respondents are users of social commerce in Indonesia. The result of this research indicates that social influence, facilitating conditions, hedonic motivation, habit, price value orientation, and privacy concerns have a significant effect on behavioral intention. On the other hand, performance expectancy and effort expectancy does not affect behavioral intention. Furthermore, price value has a significant effect on social commerce user behavior. Lastly, facilitating conditions and habits does not affect social commerce user behavior. This research contributes to the development of theory by examining an additional variable, which is privacy concern. This study is significant since social media and social commerce have grown exponentially nowadays. Implications of the results for the development of the theory (UTAUT2) and practice are discussed in the article.

Social commerce adoption: a study on consumer's online purchase behaviour of perishable pastry products

“…The results showed that social influence was a significant predictor of consumers purchase behaviour of pastry products. Similar findings can be seen in a previous study by Rahman et al. (2020), which showed that social influence positively influences the intention to purchase social commerce.…”

Social Commerce Adoption: A Consumer’s Perspective to an Emergent Frontier

“…Facilitating Conditions. Facilitating conditions are described as the availability of technological or operational support consumers can get when shopping through social media [35]. This support could be in the form of direct messaging functions, user ratings, and recommendation systems based on the consumer preferences.…”

“…Previous studies have established the role of social influence in social commerce adoption through customer engagement and recommendation systems. Through such systems, consumers receive product information, user reviews, and social elements [6,34,35]. The importance of this factor is also established with existing literature indicating the importance of a vendor's social agreeability to maintain positive customer feedback and recommendations [13].…”

“…The lifestyle construct is one of the two additional constructs added in this study. This construct refers to the degree in which the specific technology fits into the user's lifestyle [19,35]. Previous literature has established how social commerce is developing to facilitate the consumer's lifestyles.…”

Tüketicilerin Sosyal Medya Üzerinden Yerel Gıda Ürünü Satın Almayı Kabullerine Yönelik Bir Araştırma ( A Research on Consumers Acceptance to Purchase Local Food Products on Soci al Media )

“…Rahman, 2020) farklılık göstermektedir. Mobil ticaret faaliyetlerinde, tüketicileri motive etmek için fiyat temelli avantajlı teklifler sunulması tavsiye edilmektedir(Kalinić vd., 2020).…”