Investigating social commerce factors: motivation, price value, habit, risk and attitude

Sarker, Prianka, Dwivedi, Yogesh K and Hughes, Laurie (2023) Investigating social commerce factors: motivation, price value, habit, risk and attitude. In: 22nd IFIP Conference - e-Business, e-Services, and e-Society, 09 November 2023 - 11 November 2023, Curitiba, Brazil.

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Abstract

The popularity of social media as a useful tool for socialization and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media has generated significant interest from many e-retailers to enlarge their operations 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 has specifically studies consumer adoption of social commerce in the context of Bangladesh in a systematic manner. Consequently, this research aim to “develop and empirically validate a conceptual model for understanding factors influencing consumer behavioural intention of social commerce in the context of Bangladesh” utilizing the UTAUT2 model. This study utilized price value, hedonic motivation, habit, risk and attitude in order to investigate consumer behavioural intention. This study collected the data (n=302) from social commerce users of Bangladesh using survey method in order to test and validate the research model. The results supported that price value and hedonic motivation have significant influence on consumer attitude while habit, risk and attitude have significant impact on consumer behavioural intention. This research contributes to the knowledge through adoption and validation of constructs that overlooked in social commerce studies.