Hedonic and Utilitarian Effects of the Adoption and Use of Social Commerce

Ángela Plaza-Lora () and Ángel Francisco Villarejo-Ramos ()
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Ángela Plaza-Lora: Universidad de Sevilla
Ángel Francisco Villarejo-Ramos: Universidad de Sevilla

Chapter Chapter 9 in Cooperative and Networking Strategies in Small Business, 2017, pp 155-173 from Springer

Abstract: Abstract The aim of this research is to contribute to the field of study which explores the consumer behaviour model in social commerce, introducing the social commerce concept as a new commercial formula. To study the acceptance and use of social commerce by consumers, we have proposed the social commerce acceptance model. This brings together several models of technology acceptance, including the technology acceptance model, its successor technology acceptance model 2 and the unified theory of acceptance and use of technology (UTAUT). It also includes hedonic and utilitarian values which will help us identify the key variables influencing the intention to use social commerce. To carry out this research, we distributed a survey answered by 486 individuals. The results obtained confirm satisfactory results for the relationships proposed, highlighting the influence of hedonic and utilitarian values on attitude and perceived usefulness.

Keywords: Subjective Norm; Recommender System; Behavioural Intention; TAMTechnology Acceptance Model; Composite Reliability (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:innchp:978-3-319-44509-0_9

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DOI: 10.1007/978-3-319-44509-0_9

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