Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts

作者：

Highlights：

• We examine factors that affect the adoption of a social commerce service on Facebook.

• We elicit salient user beliefs and conduct exploratory factor analysis to identify the key constructs that influence service adoption.

• We find that perceived social utility, perceived symbolic value, perceived convenience and privacy concerns play the key roles in service adoption.

• The results emphasize the importance of social factors in the adoption of social commerce services.

摘要

•We examine factors that affect the adoption of a social commerce service on Facebook.•We elicit salient user beliefs and conduct exploratory factor analysis to identify the key constructs that influence service adoption.•We find that perceived social utility, perceived symbolic value, perceived convenience and privacy concerns play the key roles in service adoption.•The results emphasize the importance of social factors in the adoption of social commerce services.

论文关键词：Social commerce,Technology adoption,Social network sites,Gift exchanges,Privacy concerns

论文评审过程：Received 7 November 2016, Revised 24 April 2017, Accepted 11 May 2017, Available online 30 June 2017, Version of Record 30 June 2017.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2017.05.005