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2020 | OriginalPaper | Chapter

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

Authors : Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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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.

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Metadata
Title
Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model
Authors
Prianka Sarker
D. Laurie Hughes
Yogesh K. Dwivedi
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_16