文章基本信息

标题：Factors Affecting Social Commerce Acceptance in Lithuania
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作者：Rimantas Gatautis ; Rimantas Gatautis ; Audrone Medziausiene 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：110
页码：1235-1242
DOI：10.1016/j.sbspro.2013.12.970
语种：English
出版社：Elsevier
摘要：AbstractThe growing use of online social networks becomes more attractive for many companies as it presents opportunity to reach consumers. The possibility to access users’ data basing on their preferences and interest allow companies target their marketing actions to particular segments. Companies pay high attention to social commerce, which can be defines as “a subset of electronic commerce that involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services” (Yahoo, 2005). Within this context paper seeks to address social commerce acceptance between users in Lithuania identifying various factors affecting attitudes towards this phenomena.The proposed theoretical model for social commerce acceptance is based on technology acceptance and technology resistance theories, SoLoMo theory, theory of technology acceptance identifying key factors affecting consumers’ attitude towards social commerce acceptance. The proposed model is validated empirically between Facebook users in Lithuania.
关键词：social commerce;technology acceptance;users’ attitudes;consumer behaviour;SoLoMo