An Examination of Factors Influencing Social Commerce Adoption

ABSTRACT

Social commerce research to date has been heavily focused on developed economies even though social commerce in developing economies still has the potential for double-digit growth. The purpose of this study is to identify the factors that influence social commerce adoption in Thailand. Three hundred and seventeen (317) online Thai consumers participated in this study. The resulting data was analyzed using SEM to identify the factors that influence social commerce adoption among Thai consumers. The results of this study reveal that the factors of normative beliefs, technology competency, perceived security, perceived privacy, perceived ease of use, perceived usefulness, perceived trust, and perceived social presence are significant among Thai consumers in their decision to adopt social commerce. Both research and practical implications are to be gained by exploring these factors which influence social commerce adoption in emerging economies.

KEYWORDS:

• Social commerce
• Technology Acceptance Model (TAM)
• social presence
• perceived trust
• Thailand

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.