Social Adoption Model: An E-commerce Perspective

Abstract

Social networking is an important strategy for eCommerce businesses. The study will determine the requirements that must be completed before customers visit an e-commerce website, particularly for the electronic and media sectors. The main contribution of this paper is a conceptual model for the social adoption of factors impacting e-commerce websites by proposing a conceptual model for social adoption model using social media channels. This study will determine what factors must be present in order for customers to visit an ecommerce website especially for electronic and media industry. The outcome of this research will help sellers to increase website traffic that will result in more customers and sales. This study adopts the mixed methods approach with a combination of literature analysis, interview, questionnaire and observation. Based on the result, it was found that various ecommerce websites use different type of social media. Moreover, 89% of people aged 18 to 33 choose Instagram to Facebook as their preferred social media, despite the fact that literature review revealed that Facebook is the most popular social media. Facebook is in third position with 54 percent, while Twitter is in second place with 65 percent. It was observed that interest and intention to buy are the biggest reason for a user to click the advertisement. At the same time, the biggest reason for the unclick link is related to intention and interest to buy the product too and trust issues. Based on the result shows that most users who enjoy purchase online are the experienced user who have the intention and interest to purchase a product. Based on the findings of the research, we developed a a conceptual model for social adoption model of factors influencing e-commerce websites.