Ponencia
Mobile Social Commerce Acceptance Model: Factors and influences on intention to use S-Commerce
Autor/es | Liébana-Cabanillas, Francisco
Villarejo Ramos, Ángel Francisco Sánchez Franco, Manuel Jesús |
Departamento | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Fecha de publicación | 2014 |
Fecha de depósito | 2016-02-10 |
Publicado en |
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Resumen | 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 ... 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. |
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