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

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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University of California