Cognitive and affective factors influencing customer adoption of social commerce: an empirical study

Shin-Yuan Hung, Hsin-Min Hung, Chia-Ming Chang and Jacob Chia-An Tsai

International Journal of Business and Systems Research, 2015, vol. 9, issue 2, 154-178

Abstract: The purpose of this study is to explore the determinants that influence a customer's adoption of social commerce. We seek a broader understanding from a cognitive and affective perspective to explain the formation of a customer's attitude. Based primarily on the theory of reasoned action, and supplemented by the cognitive, affective, and social influence, a sample of 446 customers of social commerce in Taiwan was tested. The findings show that perceived usefulness, communication quality, epistemic curiosity, affect-based trust, satisfaction, perceived playfulness, external influence, and interpersonal influence are critical determinants of a customer's attitude formation. The implications and recommendations for social commerce are discussed.

Keywords: social commerce; cognitive factors; affective factors; theory of reasoned action; TRA; information technology; IT adoption; customer attitudes; Taiwan; social influence; perceived usefulness; communication quality; epistemic curiosity; trust; satisfaction; perceived playfulness; external influences; interpersonal influence; electronic commerce; e-commerce; online social networks. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=69441 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:9:y:2015:i:2:p:154-178

Access Statistics for this article

More articles in International Journal of Business and Systems Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().