Using Social Media as an E-Commerce Medium: Determinants of Technology Acceptance to Use E-Commerce via Social Media
Kishore Raaj Suresh1, K. Lavanya Latha2

1Kishore Raaj Suresh, Research Scholar, Department of Management Studies, Pondicherry University, (Puducherry), India.
2Dr. K. Lavanya Latha, Assistant Professor, Department of Management Studies, Pondicherry University, (Puducherry), India.
Manuscript received on 29 November 2019 | Revised Manuscript received on 21 December 2019 | Manuscript Published on 31 December 2019 | PP: 172-177 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10261284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1026.1284S319
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Abstract: 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.
Keywords: Social Commerce, TAM, Perceived Enjoyment, Technology Acceptance, Social media, E-Commerce.
Scope of the Article: e-governance, e-Commerce, e-business, e-Learning