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Hedonic and utilitarian effects on the adoption and use of social commerce

 

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Opened Access Hedonic and utilitarian effects on the adoption and use of social commerce
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Author: Plaza-Lora, Ángela
Villarejo Ramos, Ángel Francisco
Department: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2016
Published in: Competitividade das regioes transfronteiriças. XXVI Jornadas Luso-Espanholas de Gestão Científica (2016),
Document type: Presentation
Abstract: The aim of this research is to contribute to the field of study which explores the consumer behaviour model in social commerce, introducing the social commerce concept as a new commercial formula. To study the acceptance and use of social commerce by consumers, we have proposed the Social Commerce Acceptance Model which brings together several models of technology acceptance, including the Technology Acceptance Model (TAM), its successor Technology Acceptance Model 2 (TAM2) and The Unified Theory of Acceptance and Use of Technology (UTAUT), and the inclusion of hedonic and utilitarian values which will help us identify the key variables influencing the intention to use social commerce. To carry out this research, we distributed a survey answered by 486 individuals. The results obtained confirm satisfactory results on the relationships proposed, highlighting the influence of hedonic and utilitarian values on attitude and perceived usefulness
Cite: Plaza-Lora, Á. y Villarejo Ramos, Á.F. (2016). Hedonic and utilitarian effects on the adoption and use of social commerce. En Competitividade das regioes transfronteiriças. XXVI Jornadas Luso-Espanholas de Gestão Científica Castelo Branco: RVJ.
Size: 741.2Kb
Format: PDF

URI: https://hdl.handle.net/11441/75982

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