The Antecedents of Consumer Behavioral Intention in Social Commerce

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.