Resumen de Integrating the social support theory and technology acceptance model of social commerce websites

Syed Alam, Nurkhalida Makmor, Mohammad Masukujjaman, Zafir Khan Mohamed Makhbul, Mohd Helmi Ali, Abdullah Al Mamun

• galego

  A expansión dos sitios web de comercio social transformou gradualmente a vida da maioría das persoas en termos de interaccións sociais durante o tempo libre. A comunicación facilitouse debido ao avance da tecnoloxía da información e a comunicación debido ao feito de que as fontes de información poden axudar de maneira eficiente a proporcionar a información requirida. Con todo, existe a posibilidade de ter dificultades para comprender o contido en liña, xa que a información pode ter inexactitudes e rumbos. Ao combinar o modelo de aceptación de tecnoloxía (TAM) e a teoría de apoio social (SST), este estudo desenvolveu un modelo detallado de intención de compra para analizar as relacións relacionadas cos sitios web de comercio social. A confianza foi examinada como o mediador nesta investigación. O estudo empregou un enfoque cuantitativo en liña e realizou unha mostraxe non probabilístico (conveniencia) para recrutar a 392 enquisados. Os achados demostran que diferentes formas de SS (emocionais e informativas) conteñen relacións significativas co TAM, a confianza e a intención de compra. Con todo, a utilidade percibida e a intención de compra revelan relacións insignificantes. Mentres tanto, a confianza media significativamente na asociación entre as construcións SS e TAM neste modelo proposto. Os resultados tamén mostran que o modelo proposto ha logrado un bo axuste e explica claramente cada relación. Por tanto, a integración e extensión de constructos pode servir como camiños de investigación futuros. Os especialistas en márketing e os profesionais tamén poderían aplicar os achados ao desenvolver sitios web de comercio social.

• English

  The expansion of social commerce websites has gradually transformed most people’s lives in terms of social interactions during leisure time. Communication has been made easier due to the advancement of information communication technology due to the fact that information sources can efficiently assist in providing the information required. Nevertheless, the possibility struggling to understand online content exists as the information may have inaccuracies and biases. By combining the technology acceptance model (TAM) and social support theory (SST), this study has developed a detailed purchase intention model to analyse relationships related to social commerce websites. Trust has been examined as the mediator in this research. The study has employed an online quantitative approach and has conducted non-probability (convenience) sampling to recruit 392 respondents. The findings demonstrate that different SS forms (emotional and informational) contain significant relationships with the TAM, trust and purchase intention. Nonetheless, perceived usefulness and purchase intention reveal insignificant relationships. Meanwhile, trust significantly mediates the association between SS and TAM constructs in this proposed model. The results also show that the proposed model has achieved a good fit and clearly explains each relationship. Therefore, the integration and extension of constructs may serve as future research paths. The findings could also be applied by marketeers and practitioners when developing social commerce websites.