Abstract
This paper empirically examines the antecedents of social media adoption as a business platform by individual retailers in the two biggest cities of Vietnam: Hanoi and Ho Chi Minh City. The conceptual framework for this study is based on the literature on information technology, e-commerce, technology acceptance model (TAM), and retailing. An online questionnaire survey of 512 individuals, who are currently selling products and services through social media sites, was administered in Hanoi and Ho Chi Minh City. The results of data analysis showed that perceived ease of use (PEU) has a higher impact than that of perceived usefulness (PU) on social media adoption of individual online retailers.
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Acknowledgment
This research is funded by Vietnam National University, Hanoi (VNU), under project number QG.19.42.
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Luu, TM.N., Nguyen, P.M., Dao, P.Q. (2022). Antecedents of Social Media Adoption: A Case Study of Individual Online Retailers in Hanoi and Ho Chi Minh City. In: Nguyen, A.T., Hens, L. (eds) Global Changes and Sustainable Development in Asian Emerging Market Economies Vol. 1. Springer, Cham. https://doi.org/10.1007/978-3-030-81435-9_24
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DOI: https://doi.org/10.1007/978-3-030-81435-9_24
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