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

• Published in: International Journal of Electronic Commerce Studies Vol. 8; no. 2; pp. 173 - 196
• Main Authors: Biucky, Saba Torki, Abdolvand, Neda, Harandi, Saeedeh Rajaee
• Format: Journal Article
• Language: English
• Published: 台灣 Academy of Taiwan Information Systems Research 01.12.2017
• Subjects: Access to information; Advertising; Customers; Data analysis; Digital media; E-Commerce; Electronic commerce; Information systems; Internet; Marketing; Mathematical models; New technology; Perceived Risk; Privacy; Research methodology; Risk perception; Shopping; Small business; Social Commerce; Social Networking; Social networks; Social research; Studies; TAM; Technology Acceptance Model; Technology utilization; User behavior; China; TAM; Perceived Risk; Social Networking; E-Commerce; Social Commerce
• ISSN: 2073-9729; 2410-8588; 2410-8588
• DOI: 10.7903/ijecs.1538

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.