Determinants of social commerce adoption in an emerging economy
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Determinants of social commerce adoption in an emerging economy Tazizur Rahman1 · Yang Sok Kim1 · Mijin Noh1 · Choong Kwon Lee1 Received: 30 March 2020 / Accepted: 6 October 2020 © Springer-Verlag GmbH Germany, part of Springer Nature 2020
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. Keywords Social commerce · Trust · Perceived risk management · Social presence · Flow · Bangladesh
1 Introduction The absence of human and social components has been known as a barrier to the growth of e-commerce (Lu et al. 2016). In addition, customers in online stores make transactions with strangers who may engage in fraudulent activities (Bhattacharjee and Goel 2005). These problems enhance the perception of risk and negatively affect the trust between buyers and sellers in the online marketplace (Lu et al. 2016). * Yang Sok Kim [email protected] * Choong Kwon Lee [email protected] Tazizur Rahman [email protected] Mijin Noh [email protected] 1
Department of Management Information Systems, Keimyung University, Daegu, South Korea
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Social commerce (SC) may be a good medium to alleviate these problems (Choi and Kim 2018; Lu et al. 2016). SC is a type of e-commerce that incorporates the features of social media, a Web 2.0 technology (Vila and Ribeiro-Soriano 2014). It provides an interactive online environment that supports both commercial and social activities, which helps users make better purchase decisions (Kwahk and Kim 2017; Liang and Turban 2011). Now, SC can be defined as any commercial activity in the online shopping environment that is supported by online social platforms where relationships with existing and prospective customers are maintained through social media (Lin et al. 2017). SC plays a vital role in enhancing the social interactions that have a significant impact on the way consumers think before making purchase decisions (Hajli 2015; Liang et al. 2011; Lu et al. 2016). The services of SC include ratings, reviews, forums, communities, user referrals, and recommender systems. They facilitate shoppers’ ability to get advice from trusted users, to identify desired goods and services, and to make final purchase decisions, resulting in a sociable and trustworthy online marketspace (Hsu et al. 2011; Huang an
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