Determinants of social commerce adoption in an emerging economy

Tazizur Rahman (), Yang Sok Kim (), Mijin Noh () and Choong Kwon Lee ()
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Tazizur Rahman: Keimyung University
Yang Sok Kim: Keimyung University
Mijin Noh: Keimyung University
Choong Kwon Lee: Keimyung University

Service Business, 2020, vol. 14, issue 4, No 2, 479-502

Abstract: Abstract This study determines the influential factors responsible for social commerce adoption in an emerging economy. Our model combines constructs from social commerce constructs, social presence theory, and flow theory with the factors of trust and perceived risk management. We use structural equation modeling to analyze the data collected via an online survey of 300 participants who are members of social network sites in Bangladesh. The results indicate that social commerce constructs and social presence have significant impacts on trust and perceived risk management except for forums and communities, and the trust relationship, which influences social commerce use intention, thereby influencing social commerce use behavior. The findings also reveal that flow has a significant impact on intention to use.

Keywords: Social commerce; Trust; Perceived risk management; Social presence; Flow; Bangladesh (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11628-020-00427-4

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