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Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model

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Advances in Digital Marketing and eCommerce (DMEC 2020)

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Abstract

Social commerce is a relatively new subset of digital commerce where buying and selling is transacted via social media interaction. This study attempts to evaluate the suitability of a number of models/theories for understanding the factors affecting consumer adoption of social commerce. This paper first highlights the limitations of alternative theories and then discusses the strengths of the selected theory. Besides the core model, two external variables (Trust and Risk) are considered for extending the selected model for gaining a more comprehensive understanding of antecedents affecting the consumer’s adoption behaviour.

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Author information

Authors and Affiliations

  1. School of Management, Emerging Markets Research Centre (EMaRC), Swansea University Bay Campus, Swansea, SA1 8EN, UK

    Prianka Sarker, D. Laurie Hughes & Yogesh K. Dwivedi

Authors
  1. Prianka Sarker
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  2. D. Laurie Hughes
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  3. Yogesh K. Dwivedi
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Correspondence to Prianka Sarker .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. School of Management and Marketing, University of Tasmania, Sandy Bay, TAS, Australia

    Steven D'Alessandro

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Sarker, P., Hughes, D.L., Dwivedi, Y.K. (2020). Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model. In: Martínez-López, F.J., D'Alessandro, S. (eds) Advances in Digital Marketing and eCommerce. DMEC 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47595-6_16

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