Moderating Effects of Age and Gender on Social Commerce Adoption Factors the Cameroonian Context

Abstract

The popularity and massive adoption of Web-based social networking has given rise to new opportunities for online commerce. Researchers and companies have been recently paying much attention to social commerce, which can be seen as a combination e-commerce and social media. And such euphoria has spanned virtually all regions of the world, including African countries. It is in this light that this paper aims to determine the factors influencing the adoption of social commerce in Cameroon. To this effect, the authors have designed a research model inspired by TAM2 and the trust theory. Data were collected from 404 internet users in Cameroon. Our results found that the perceived ease of use, perceived usefulness and trust have a significant effect on the intention to use social commerce. In contrast, concerning the moderating effect, only the group age is being proved to have a significant effect specifically on the relationship between perceived usefulness and the intention to use social commerce. This study ends with the implications for practice and research.