Hedonic and Utilitarian Effects of the Adoption and Use of Social Commerce
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. This brings together several models of technology acceptance, including the technology acceptance model, its successor technology acceptance model 2 and the unified theory of acceptance and use of technology (UTAUT). It also includes 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 for the relationships proposed, highlighting the influence of hedonic and utilitarian values on attitude and perceived usefulness.
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