
	Journal of Applied Sciences
	Year: 2012 \| Volume: 12 \| Issue: 12 \| Page No.: 1265-1273 DOI: 10.3923/jas.2012.1265.1273

Effects of Antecedents of Collectivism on Consumers’ Intention to Use Social Commerce

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

Abstract: 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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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

URL: https://scialert.net/abstract/?doi=jas.2012.1265.1273

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