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Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Prianka Sarker

    (Swansea University Bay Campus)

  • D. Laurie Hughes

    (Swansea University Bay Campus)

  • Yogesh K. Dwivedi

    (Swansea University Bay Campus)

Abstract

Social commerce is a relatively new subset of digital commerce where buying and selling is transacted via social media interaction. This study attempts to evaluate the suitability of a number of models/theories for understanding the factors affecting consumer adoption of social commerce. This paper first highlights the limitations of alternative theories and then discusses the strengths of the selected theory. Besides the core model, two external variables (Trust and Risk) are considered for extending the selected model for gaining a more comprehensive understanding of antecedents affecting the consumer’s adoption behaviour.

Suggested Citation

  • Prianka Sarker & D. Laurie Hughes & Yogesh K. Dwivedi, 2020. "Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 122-129, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_16
    DOI: 10.1007/978-3-030-47595-6_16
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    Cited by:

    1. Abdulrahman Andijani & Kyeong Kang, 2022. "Social Commerce Acceptance after Post COVID-19 Pandemic in Saudi Women Customers: A Multi-Group Analysis of Customer Age," Sustainability, MDPI, vol. 14(16), pages 1-19, August.

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