Effects of Collectivism on Actual S-Commerce Use and the Moderating Effect of Price Consciousness

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Provided by: University of California
Topic: Developer
Format: PDF
Social media has become increasingly popular over the past few years and is continuing to flourish throughout the world. Its rise in popularity and use is propelling user-generated content on commercial websites facilitating the online buying of goods and services referred to as social commerce (s-commerce). This paper examines the effects of collectivism and price consciousness on consumers' intention to use s-commerce using the Technology Acceptance Model (TAM) as the theoretical framework. The authors test and analyze the research model and related hypotheses using structural equation modeling.
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