Using Social Media as an E-Commerce Medium: Determinants of Technology Acceptance to Use E-Commerce via Social Media

Purpose – This researchexploreshow social media can be used as an e-commerce medium for the consumer's technology adoption of social commerce (specifically related to Facebook). The study tested TAM derived variables social commerceperceived usefulness and social commerce perceived ease of use, in addition to that the study included and tested social commerce constructs like social commerce perceived shopping enjoyment, social commerce social influence and social commerce interactivity. Methodology – A questionnaire was developed based on the available scales in the already-published literature. All model constructs requested participants to indicate their perceptions of five-point Likert-style responses. The data analysis was processed using Smart PLS. Measurement instrument constructs and the proposed model is tested for reliability and validity. Findings – The smart PLS results suggest that social commerce users, attitudes towards social commerce is impacted mostly by perceived usefulness, perceived interactivity and perceived enjoyment, and an extended TAM model framework is proposed after testing and found to be compatible within threshold values. Originality/value – There were not many studies related to technology acceptance of social commerce specifically based on e-commerce behaviour which made this study more unique based on Facebook page business by adding social commerce constructs andextending the TAM framework..