E-Thesis 88 views
Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh / Prianka Sarker
Swansea University Author: Prianka Sarker
E-Thesis – open access under embargo until: 10th October 2027
DOI (Published version): 10.23889/SUthesis.61501
The popularity of social media as a useful tool for socialisation and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media arouses the interest of many e-retailers to enlarge their company by taking advantage of social t...
|Supervisor:||Dwivedi, Yogesh K. ; Hughes, Laurie|
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The popularity of social media as a useful tool for socialisation and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media arouses the interest of many e-retailers to enlarge their company by taking advantage of social technology and services. Social commerce has gone mainstream among marketers, businesses, and scholars in recent years. Many countries, including the United Kingdom, United States, China, and South Korea, have already implemented the social shopping system. However, consumers in developing countries like Bangladesh are slower to accept social commerce. Despite the hype around this technology, no previous research specifically looked at consumer adoption of social commerce in the context of Bangladesh in a systematic manner. Given that, this research aims to “develop and empirically validate a conceptual model for understanding factors influencing consumer adoption and usage of social commerce in the context of Bangladesh”. The literature review of social commerce yielded a number of theoretical and methodological inadequacies. Therefore, this research assessed alternative models and theories in selecting the most suitable paradigm for this research. This study adapted Meta-UTAUT as a core theory to investigate consumer adoption of social commerce. For the extension of Meta-UTAUT, a further assessment was undertaken to determine appropriateness of additional constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This study collected the data (n=402) from social commerce users of Bangladesh using survey method in order to test and validate the research model. A total of twelve hypotheses were tasted using SPSS v.28. and AMOS v.28 based structural equation modelling. The results revealed that performance expectancy, effort expectancy, Innovativeness and Trust indirectly influence behavioural intention through attitude. Social influence and grievance redressal have a direct impact on behavioural intention. While facilitating conditions, social support, anxiety, and behavioural intention significantly influence usage behaviour. Finally, usage behaviour found to be a strong predictor of continuous participation intention. This research contributes to the knowledge through adoption and validation of a new consumer adoption theory and the role of anxiety and grievance redressal, which are new additions in the social commerce field.
Social commerce, Adoption, Usage, TAM, Meta-UTAUT
Faculty of Humanities and Social Sciences