THE EFFECTS OF PERCEIVED RISK ON SOCIAL COMMERCE ADOPTION BASED ON THE TAM MODEL

Saba Torki Biucky ； Neda Abdolvand ； Saeedeh Rajaee Harandi

《International Journal of Electronic Commerce Studies》 8卷2期 (2017/12) Pp. 173-196

https://doi.org/10.7903/ijecs.1538

摘要

With the emergence of electronic commerce, the development of social networks has introduced the concept of social commerce. Since accepting new technology can be somewhat challenging for Internet users, this study examines the effect of perceived risk on the adoption of social commerce from their perspective. For this purpose, a conceptual model based on the Technology Acceptance Model (TAM) has been created to take into account different types of risks, including financial, functional, social, time, psychological, and privacy risks. The results of the study, which applied a structural equation modelling (SEM) approach and partial least squares (PLS), revealed that, among 277 active users of social media, perceived risk has a significant impact on the perceived usefulness of social commerce. Moreover, among the different constructs of risk, psychological and social risks have no noticeable effect on commerce adoption.

關鍵字

Social Networking ； E-Commerce ； Social Commerce ； TAM ； Perceived Risk

參考文獻

L. Chen, and R. Wang, Trust development and transfer from electronic commerce to social commerce: An empirical investigation. American Journal of Industrial and Business Management, 6(5), p568-576, 2016. http://dx.doi.org/10.4236/ajibm.2016.65053

D. Kim, Under what conditions will social commerce business models survive? Electronic Commerce Research and Applications, 12(2), p69-77, 2013. http://dx.doi.org/10.1016/j.elerap.2012.12.002

A. Bhattacherjee, Acceptance of e-commerce services: the case of electronic brokerages. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), p411-420, 2000. http://dx.doi.org/10.1109/3468.852435

H. G. Lee, and T. H. Clark, Market process reengineering through electronic market systems: Opportunities and challenges. Journal of Management Information Systems, 13(3), p113-136, 1996. http://dx.doi.org/10.1080/07421222.1996.11518136

N. Hajli, A research framework for social commerce adoption. Information Management & Computer Security, 21(3), p144-154, 2013. http://dx.doi.org/10.1108/IMCS-04-2012-0024