Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model

Prianka Sarker (), D. Laurie Hughes () and Yogesh K. Dwivedi ()
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Prianka Sarker: Swansea University Bay Campus
D. Laurie Hughes: Swansea University Bay Campus
Yogesh K. Dwivedi: Swansea University Bay Campus

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 122-129 from Springer

Abstract: Abstract Social commerce is a relatively new subset of digital commerce where buying and selling is transacted via social media interaction. This study attempts to evaluate the suitability of a number of models/theories for understanding the factors affecting consumer adoption of social commerce. This paper first highlights the limitations of alternative theories and then discusses the strengths of the selected theory. Besides the core model, two external variables (Trust and Risk) are considered for extending the selected model for gaining a more comprehensive understanding of antecedents affecting the consumer’s adoption behaviour.

Keywords: Social commerce; Adoption; TAM; Meta-UTAUT (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_16

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DOI: 10.1007/978-3-030-47595-6_16

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