AUGMENTING SOCIAL COMMERCE ACCEPTANCE THROUGH AN ALL-INCLUSIVE APPROACH TO SOCIAL COMMERCE DRIVERS. EVIDENCE FROM THE HOTEL INDUSTRY

Forbes Makudza (), Maxwell Sandada and David D. Madzikanda
Additional contact information
Forbes Makudza: Manicaland State University of Applied Sciences
Maxwell Sandada: University of Zimbabwe
David D. Madzikanda: University of Zimbabwe

Malaysian E Commerce Journal (MECJ), 2021, vol. 5, issue 2, 55-63

Abstract: The study sought to examine the differential effect of social commerce drivers on social commerce acceptance in the hotel industry. The study was driven by the need to elevate the usage of social networks from mere communication tools to business platforms that can be used for trade and commerce. In developing social commerce drivers, the study examined and unified nine previous theories of technology adoption. A positivist, quantitative methodology was adopted in this study. Data was analysed using a structural equation modelling (SEM) procedure. The study confirmed that all the five drivers namely, utility, simplicity, intrinsic, social and infrastructural, were statistically significant in driving social commerce acceptance. The most driving force was the infrastructural driver which entails availability of hardware, software and support systems. The study therefore concluded that the all-inclusive approach to social commerce drivers adopted in this study explains 58% of variance in social commerce acceptance. Thus, the study recommends the enhancement of social commerce acceptance through effective manipulation of the social commerce acceptance drivers.

Keywords: Social Commerce; Social Media; Social Network; Technology Adoption. (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://myecommerecejournal.com/download/2317/ (application/pdf)

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:zib:zbmecj:v:5:y:2021:i:2:p:55-63

DOI: 10.26480/mecj.02.2021.55.63

Access Statistics for this article

Malaysian E Commerce Journal (MECJ) is currently edited by Associate Prof. Dr. Xiao-Guang Yue

More articles in Malaysian E Commerce Journal (MECJ) from Zibeline International Publishing
Bibliographic data for series maintained by Zibeline International Publishing ( this e-mail address is bad, please contact ).