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The Antecedents of Consumer Behavioral Intention in Social Commerce

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The purpose of this study was to investigate the antecedents of consumer behavioral intention in social commerce. The conceptual foundation of this study was based on the extended Technology Acceptance Model (TAM). Cross-sectional data were collected from 520 Facebook users in Malaysia through an online survey. The analysis results indicated that perceived ease of use and perceived risk impacts consumers’ attitude toward continuance intention of using Facebook for online shopping. Two additional variables to the extended TAM namely perceived trust and perceived risk also proved to have significant effects on consumer behavioral intention. This paper provides a more rounded, albeit partial, explanation of important factors affecting consumer behavioral intention in social commerce. Practical implications for online marketers are discussed.
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Keywords: Extended TAM; Facebook; Malaysia; Purchase Intention; Social Commerce

Document Type: Research Article

Affiliations: School of Maritime Business and Management, Universiti Malaysia Terengganu, 21030 Kuala Terengganu, Malaysia

Publication date: April 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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