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Mobile Social Commerce Acceptance Model: Factors and influences on intention to use S-Commerce

 

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Opened Access Mobile Social Commerce Acceptance Model: Factors and influences on intention to use S-Commerce
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Author: Liébana-Cabanillas, Francisco
Villarejo Ramos, Ángel Francisco
Sánchez Franco, Manuel Jesús
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2014
Published in: XXVI Congreso Nacional de Marketing (9.2014. Elche, Alicante, España)
Document type: Presentation
Abstract: The aim of this paper is to contribute to the research field which studies the consumer behavior model in mobile social commerce, starting from the evolution of the concepts of electronic commerce, mobile commerce and social commerce: It also identifies the main factors that influence intention to use, through the classical TAM model and subsequent extensions and the inclusion of the perceived risk. Consequence of all we proposed the Mobile Social Commerce Acceptance Model (MSCAM). To carry out this research, we created a survey answered by 353 social network users who had previously watched a video explaining the functioning of this new online commercial format. The results confirm the relevance of the relationships proposed, highlighting the influence of subjective norms on usefulness and attitude, except for the relationship between perceived risk and intention to use.
Size: 146.7Kb
Format: PDF

URI: http://hdl.handle.net/11441/34532

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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