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28.10.2020 | Empirical article

Determinants of social commerce adoption in an emerging economy

verfasst von: Tazizur Rahman, Yang Sok Kim, Mijin Noh, Choong Kwon Lee

Erschienen in: Service Business | Ausgabe 4/2020

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Abstract

This study determines the influential factors responsible for social commerce adoption in an emerging economy. Our model combines constructs from social commerce constructs, social presence theory, and flow theory with the factors of trust and perceived risk management. We use structural equation modeling to analyze the data collected via an online survey of 300 participants who are members of social network sites in Bangladesh. The results indicate that social commerce constructs and social presence have significant impacts on trust and perceived risk management except for forums and communities, and the trust relationship, which influences social commerce use intention, thereby influencing social commerce use behavior. The findings also reveal that flow has a significant impact on intention to use.

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Titel: Determinants of social commerce adoption in an emerging economy
verfasst von: Tazizur Rahman
Yang Sok Kim
Mijin Noh
Choong Kwon Lee
Publikationsdatum: 28.10.2020
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 4/2020
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-020-00427-4

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