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Journal of Applied Sciences
  Year: 2012 | Volume: 12 | Issue: 12 | Page No.: 1265-1273
DOI: 10.3923/jas.2012.1265.1273
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Effects of Antecedents of Collectivism on Consumers’ Intention to Use Social Commerce

Sanghyun Kim, Mi-Jin Noh and Kyung-Tag Lee

Social commerce (s-commerce), a subset of electronic commerce (e-commerce), involves social interactions and user contributions and facilitates the online buying and selling of a wide range products and services. Given that s-commerce encourages consumers to share product- and service-related information, it reflects collectivism, not individualism. Using the Technology Acceptance Model (TAM), this study employs the Structural Equation Modeling (SEM) method to investigate a research model incorporating consumers’ preferences, reliance, concern and norm acceptance as antecedents of collectivism. The results of a survey of 365 s-commerce users indicate that preferences, reliance and norm acceptance had significant effects on the perceived usefulness of s-commerce. In addition, the goodness-of-fit results indicate that collectivism and perceived ease of use accounted for 65.7% of the variance in the perceived usefulness of s-commerce. This study contributed to the literature by providing useful insights into the factors influencing consumers’ decision to adopt s-commerce.
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  •    Factors Affecting the Adoption of E-commerce: A Study in Nigeria
  •    E-Commerce: A Study on Internet Shopping in Malaysia
  •    Appropriation of Wireless Technology: Direct Impacting Factors on the Youth’s Adoption Intention and Usage of the Wireless Application Protocol Phone
  •    Impact of Mobile-Commerce: Benefits, Technological and Strategic Issues and Implementation
How to cite this article:

Sanghyun Kim, Mi-Jin Noh and Kyung-Tag Lee, 2012. Effects of Antecedents of Collectivism on Consumers’ Intention to Use Social Commerce. Journal of Applied Sciences, 12: 1265-1273.

DOI: 10.3923/jas.2012.1265.1273






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