Volume 11 - Volume 11
Social Commerce effect on Customer Adoption towards E-Commerce- a TAM Model Approach
Abstract
There are lots of advancements in e-commerce technologies and the emergence of social commerce
paved way for the e-commerce among the customers. Nowadays, customers prefer to enter the new
means of retailing and shopping in which they are more active than others in the s-commerce components. So that we propose and test a customer adoption model in B2C level. In this model we
study the impact of social commerce components in the e-commerce and in the research to examine
the better understanding of customer’s behaviour in India. According to the results User Trust,
Perceived Usefulness and Perceived Ease of Use has an impact on customer adoption with the help
of social commerce components. Discussion on conclusion, results, limitations and future direction of
the research is carried out.
Paper Details
PaperID: 1931
Author's Name: A.S. Sathish and A.S. Sathhish Kumar
Volume: Volume 11
Issues: Volume 11
Keywords: Customer Adoption, Social Commerce, Trust, E-commerce.
Year: 2021
Month: May
Pages: 2282-2299