THE EFFECTS OF PERCEIVED RISK ON SOCIAL COMMERCE ADOPTION BASED ON THE TAM MODEL

10.7903/ijecs.1538

Saba Torki Biucky；Neda Abdolvand；Saeedeh Rajaee Harandi

Social Networking ； E-Commerce ； Social Commerce ； TAM ； Perceived Risk

International Journal of Electronic Commerce Studies

8卷2期（2017 / 12 / 01）

173 - 196

英文

With the emergence of electronic commerce, the development of social networks has introduced the concept of social commerce. Since accepting new technology can be somewhat challenging for Internet users, this study examines the effect of perceived risk on the adoption of social commerce from their perspective. For this purpose, a conceptual model based on the Technology Acceptance Model (TAM) has been created to take into account different types of risks, including financial, functional, social, time, psychological, and privacy risks. The results of the study, which applied a structural equation modelling (SEM) approach and partial least squares (PLS), revealed that, among 277 active users of social media, perceived risk has a significant impact on the perceived usefulness of social commerce. Moreover, among the different constructs of risk, psychological and social risks have no noticeable effect on commerce adoption.

1. AlGhamdi, R.,Nguyen, J.,Nguyen, A.,Drew, S.(2012).Factors influencing e-commerce adoption by retailers in Saudi Arabia: A quantitative analysis.International Journal of Electronic Commerce Studies,3(1),83-100.
   連結：
2. (2016).Social Commerce: Marketing, Technology and Management.Springer.
3. Nielsen, A. C. (2012). State of the Media-The Social Media Report 2012. Incite. Know the Customer. Retrieved 15 Jan 2014 from http://www. nielsen. com/us/en/insights/reports/2012/state-of-themedia-the-social-media-report-2012. Html
4. Adam, A. B.,Jizat, J. E. B. Mat,Nor, M. A. B. M.(2016).Internal factors within entrepreneurs that influence the acceptance and use of Social commerce among SMEs in Malaysia.DeReMa (Development Research of Management): Journal Management,11(1),35-45.
5. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
6. Alrawabdeh, W.(2014).Environmental factors affecting mobile commerce adoption-an exploratory study on the Telecommunication firms in Jordan.International Journal of Business and Social Science,5(8),151-164.
7. Azam, M. S.,Quaddus, M.(2009).Adoption of e-commerce by the SMEs in Bangladesh: The effects of innovation characteristics and perceived risk.Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC),30
8. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16(1),74-94.
9. Bhattacherjee, A.(2000).Acceptance of e-commerce services: the case of electronic brokerages.IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans,30(4),411-420.
10. Çelik, H. E.,Yilmaz, V.(2011).Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey.Journal of Electronic Commerce Research,12(2),152-164.
11. Chan-Lee, J. H.,Ahn, S.(2001).Informational quality of financial systems and economic development: An indicators approach for East Asia.Asian Development Bank Institute Working Paper,20
12. Chen, J. V.,Su, B. C.,Widjaja, A. E.(2016).Facebook C2C social commerce: A study of online impulse buying.Decision Support Systems,83,57-69.
13. Chen, L.,Wang, R.(2016).Trust development and transfer from electronic commerce to social commerce: An empirical investigation.American Journal of Industrial and Business Management,6(5),568-576.
14. Chin, W. W.(1998).The partial least squares approach to structural equation modeling.Modern Methods for Business Research,295(2),295-336.
15. Cirrone, G. A. P.,Donadio, S.,Guatelli, S.,Mantero, A.,Mascialino, B.,Parlati, S.,Viarengo, P. A(2004).Goodness-of-fit statistical toolkit.IEEE Transactions on Nuclear Science,51(5),2056-2063.
16. Crespo, A. H.,del Bosque, I. R.,de los Salmones Sanchez, M. G.(2009).The influence of perceived risk on Internet shopping behavior: A multidimensional perspective.Journal of Risk Research,12(2),259-277.
17. Davis, F. D.(1989).Perceived usefulness, perceived ease of use, and user acceptance of information technology.MIS Quarterly,13(3),319-340.
18. Evanschitzky, H.,Iyer, G. R.,Plassmann, H.,Niessing, J.,Meffert, H.(2006).The relative strength of affective commitment in securing loyalty in service relationships.Journal of Business Research,59(12),1207-1213.
19. Featherman, M. S.,Hajli, N.(2016).Self-service technologies and eservices risks in social commerce era.Journal of Business Ethics,139(2),251-269.
20. Featherman, M. S.,Pavlou, P. A.(2003).Predicting e-services adoption: A perceived risk facets perspective.International Journal of Human-Computer Studies,59(4),451-474.
21. Gangwar, H.,Date, H.,Ramaswamy, R.(2015).Understanding determinants of cloud computing adoption using an integrated TAM-TOE model.Journal of Enterprise Information Management,28(1),107-130.
22. Gefen, D.,Straub, D.,Boudreau, M. C.(2000).Structural equation modeling and regression: Guidelines for research practice.Communications of the Association for Information Systems,4(1)
23. Gitau, L.,Nzuki, D. M.(2014).Analysis of determinants of m-commerce adoption by online consumers.International Journal of Business, Humanities and Technology,4(3),88-94.
24. Goodhue, D. L.,Thompson, R. L.(1995).Task-technology fit and individual performance.MIS Quarterly,9(2),213-236.
25. Hair, J.F.,Black, W.C.,Babin, B.J.,Anderson, R.E.(2010).Multivariate Data Analysis.Upper Saddle River, NJ:Prentice Hall.
26. Hajli, N.(2013).A research framework for social commerce adoption.Information Management & Computer Security,21(3),144-154.
27. Hajli, N.(2015).Social commerce constructs and consumer's intention to buy.International Journal of Information Management,35(2),183-191.
28. Hejazi, A.,Sarmad, Z.,Bazargan, A.(2009).Research Methods in Behavioral Sciences.Tehran:Agah Publication.
29. Hernandez, B.,Jimenez, J.,José Martín, M.(2009).Adoption vs. acceptance of e-commerce: Two different decisions.European Journal of Marketing,43(9/10),1232-1245.
30. Herrando, C.,Jiménez-Martínez, J.,Martín-De Hoyos, M. J.(2016).Passion at first sight: How to engage users in social commerce contexts.Electronic Commerce Research,16(53),1-20.
31. Huang, Z.,Benyoucef, M.(2013).From e-commerce to social commerce: A close look at design features.Electronic Commerce Research and Applications,12(4),246-259.
32. Kim, D.(2013).Under what conditions will social commerce business models survive?.Electronic Commerce Research and Applications,12(2),69-77.
33. Kim, K.,Prabhakar, B.(2000).Initial trust, perceived risk, and the adoption of internet banking.Proceedings of the Twenty First International Conference on Information System
34. Lee, H. G.,Clark, T. H.(1996).Market process reengineering through electronic market systems: Opportunities and challenges.Journal of Management Information Systems,13(3),113-136.
35. Lekhanya, L. M.(2013).Cultural influence on the diffusion and adoption of social media technologies by entrepreneurs in Rural South Africa.The International Business & Economics Research Journal (Online),12(12),1563-1574.
36. Liu, X.,Wei, K. K.(2003).An empirical study of product differences in consumers' E-commerce adoption behavior.Electronic Commerce Research and Applications,2(3),229-239.
37. Lu, B.,Fan, W.,Hou, Z.M.(2016).Social presence, trust, and social commerce purchase intention: An empirical research.Computers in Human Behavior,56,225-237.
38. Lu, B.,Fan, W.,Zhou, M.(2016).Social presence, trust, and social commerce purchase intention: an empirical research.Computers in Human Behavior,56,225-237.
39. Mangold, W. G.,Faulds, D. J.(2009).Faulds, Social media: The new hybrid element of the promotion mix.Journal of Business Horizons,52,357-365.
40. Mathur, N.(2015).Perceived risks towards online shopping: An empirical study of Indian customers.International Journal of Engineering Development and Research,3(2),296-300.
41. Mohammed, J. A.,Almsafir, M. K.,Alnaser, A. S. M.(2013).The factors that affects e-commerce adoption in small and medium enterprise: A review.Australian Journal of Basic and Applied Sciences,7(10),406-412.
42. Noh, M.,Lee, K.,Kim, S.,Garrison, G.(2013).Effects of collectivism on actual s-commerce use and the moderating.Journal of Electronic Commerce Research,14(3),244-260.
43. Oliveira, T.,Thomas, M.,Espadanal, M.(2014).Assessing the determinants of cloud computing adoption: An analysis of the manufacturing and services sectors.Information and Management,51(5),497-510.
44. Park, J.,Lee, D.,Ahn, J.(2004).Risk-focused e-commerce adoption model: A cross-country study.Journal of Global Information Technology Management,7(2),6-30.
45. Poorangi, M. M.,Khin, E. W.,Nikoonejad, S.,Kardevani, A.(2013).Ecommerce adoption in Malaysian Small and Medium Enterprises Practitioner Firms: A revisit on Rogers' model.Anais da Academia Brasileira de Ciências,85(4),1593-1604.
46. Rogers, E.(2003).Diffusion of Innovations.New York:Free Press.
47. Rumanyika, J. D.,Mashenene, R. G.(2012).impediments of e-commerce adoption among small and medium enterprises in Tanzania: A review.International Journal of Information Technology and Business Managemen,32(1),45-55.
48. Senarathna, R. P. I. R.,Wickramasuriya, H. V. A.(2011).Organizational factors affecting e-commerce adoption in small and medium-sized enterprises.Tropical Agricultural Research,22(2),204-210.
49. Shaharudin, M. R.,Omar, M. W.,Elias, S. J.,Ismail, M.,Ali, S. M.,Fadzil, M. I.(2012).Determinants of electronic commerce adoption in Malaysian SMEs' furniture industry.African Journal of Business Management,6(10),36-48.
50. Shen, J.(2012).Social comparison, social presence, and enjoyment in the acceptance of social shopping websites.Journal of Electronic Commerce Research,13(3),198.
51. Sun, J.,Son, J.,Chi, T.(2016).Adoption of transaction-focused social commerce by fashion product merchants: A study of We chat commerce in China.International Textile and Apparel Association (ITAA) Annual Conference Proceedings
52. Tan, J.,Tyler, K.,Manica, A.(2007).Business-to-business adoption of eCommerce in China.Information and Management,44(3),332-351.
53. Taylor, P.(2015).The importance of information and communication technologies (ICTs): An integration of the extant literature on ICT adoption in small and medium enterprises.International Journal of Economics, Commerce and Management,3(5),274-295.
54. Tian, X.,Liu, L.,Mirkovski, K.,Li, M.(2016).Development of conceptual model for social commerce research through integration with big data analysis.Electronic Commerce Research,16(53),1-15.
55. Tornatzky, L. G.,Fleischer, M.,Chakrabarti, A. K.(1990).The Process of Technological Innovation.Lexington, MA:Lexington Books.
56. Venkatesh, V.,Morris, M. G.,Davis, G. B.,Davis, F. D.(2003).User acceptance of information technology: Toward a unified view.MIS Quarterly,27(3),425-478.
57. Yang, X.,Li, G. X.(2014).Exploring social commerce adoption in China: A uses and gratification perspective.2014 International Conference on Management Science & Engineering 21th Annual Conference,Helsinki, Finland:
58. Zhang, J.,Ip, R. K(2015).E-commerce advertising in social networking sites and implications for social commerce.Pacific Asia Conference on Information Systems,Singapore:

1. Richard Heiens,Ravi Narayanaswamy(2021).THE IMPACT OF DIGITAL SOCIAL LEGITIMIZATION ON WEBSITE VISITS AND WEB SALES.International Journal of Electronic Commerce Studies,12(1),29-42.
2. 羅家倫,曾筱珽,徐郁琇,林淑瓊,沈岱祥(2022)。粉絲價值：社群商務持續互動途徑之形塑。中山管理評論，30(1)，125-169。