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2020 | OriginalPaper | Buchkapitel

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

verfasst von : Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: 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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Titel: Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model
verfasst von: Prianka Sarker
D. Laurie Hughes
Yogesh K. Dwivedi
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-47594-9

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

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-47595-6_16

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