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.