Understanding the determinants of s-commerce adoption: From unified theory of acceptance and use of technology (UTAUT) perspective

Social commerce has become a new trend of inquiry for researchers to investigate the behaviour of consumer in online shopping. Linkedln, Facebook and Twitter is a popular social networking that opened opportunities for new business models. The combination between Web 2.0 social media technologies and infrastructure had support online interactions and user to the acquisition of product and services. To understanding the user’s social shopping intention, this study conducted an
empirical study based on questionnaire that had develop to investigate what is the factors affect the user’s intention of participation in social commerce. This research proposed unified theory of acceptance and use of technology (UTAUT) to study actual use of social commerce. This study will examine four direct effects on
social commerce adoption such as Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Condition (FC)