A Modified Technology Acceptance Theory to Assess Social Commerce Technology Adoption

Momani, A M (2021) A Modified Technology Acceptance Theory to Assess Social Commerce Technology Adoption. Information Resources Management Journal (IRMJ), 32 (2).

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User acceptance and satisfaction are important factors when evaluating any technology. This paper investigates the key determinants that drive the adoption of social commerce within the Jordanian community. A modification to the Theory Of Acceptance And Use Of Technology was empirically validated by applying a quantitative survey questionnaire. Several statistical techniques were utilized to examine the modified model. The modified model showed that performance expectancy, effort expectancy, social influence, and enjoyment expectancy are significant influencers of behavioral intentions. Facilitating conditions and behavioral intentions also significantly influence the actual use behavior of social commerce by the Jordanian community sampled. The results indicated that the four proposed moderating variables affect the relation between the expectancy variables and the behavioral variables.

Affiliation: Skyline University College
SUC Author(s): Momani, A M ORCID: https://orcid.org/0000-0002-6764-6186
All Author(s): Momani, A M
Item Type: Article
Uncontrolled Keywords: Behavioral Intentions, Online Shopping, Social Commerce, Social Media, Technology Acceptance, Technology Adoption, Usage Behavior, UTAUT
Subjects: B Information Technology > BB Information Technology
Divisions: Skyline University College > School of IT
Depositing User: Mr Veeramani Rasu
Date Deposited: 02 Feb 2022 09:56
Last Modified: 02 Feb 2022 09:56
URI: https://research.skylineuniversity.ac.ae/id/eprint/68
Publisher URL: https://dx.doi.org/10.4018/IRMJ.2021040103
Publisher OA policy: https://v2.sherpa.ac.uk/id/publication/17973
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