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Cognitive and affective factors influencing customer adoption of social commerce: an empirical study

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  • Shin-Yuan Hung
  • Hsin-Min Hung
  • Chia-Ming Chang
  • Jacob Chia-An Tsai

Abstract

The purpose of this study is to explore the determinants that influence a customer's adoption of social commerce. We seek a broader understanding from a cognitive and affective perspective to explain the formation of a customer's attitude. Based primarily on the theory of reasoned action, and supplemented by the cognitive, affective, and social influence, a sample of 446 customers of social commerce in Taiwan was tested. The findings show that perceived usefulness, communication quality, epistemic curiosity, affect-based trust, satisfaction, perceived playfulness, external influence, and interpersonal influence are critical determinants of a customer's attitude formation. The implications and recommendations for social commerce are discussed.

Suggested Citation

  • Shin-Yuan Hung & Hsin-Min Hung & Chia-Ming Chang & Jacob Chia-An Tsai, 2015. "Cognitive and affective factors influencing customer adoption of social commerce: an empirical study," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 9(2), pages 154-178.
    • Handle: RePEc:ids:ijbsre:v:9:y:2015:i:2:p:154-178
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    Cited by:

    1. Yogesh K Dwivedi & Elvira Ismagilova & Prianka Sarker & Anand Jeyaraj & Yassine Jadil & Laurie Hughes, 2023. "A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption," Information Systems Frontiers, Springer, vol. 25(4), pages 1421-1437, August.
    2. Ying-Jiun Hsieh & Shu-Min Yang Lin & Lan-Ying Huang, 2021. "Sharing Leftover Food with Strangers via Social Media: A Value Perspective Based on Beliefs-Values-Behavior Framework," Sustainability, MDPI, vol. 13(14), pages 1-19, July.

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