Consumers’ perceptions of social commerce adoption in Saudi Arabia

Abstract

This study aims to examine the factors that affect consumer adoption of social commerce technologies in the context of Saudi Arabia. The factors descriptively explored in this research include: performance expectancy, effort expectancy, social influence, hedonic motivation, habit, trust, consumer innovativeness, information quality and behavioural intention. The survey data utilized in this research was collected through a self-administered questionnaire within a convenience sample. The results obtained through a descriptive analysis confirmed that Saudi consumers perceive the abovementioned factors as important and they have strong behavioural intention to use social commerce technologies.