Factors Influencing Use of Social Commerce: An Empirical Study from Indonesia

Abstract

This research aims to analyze the factors affecting the acceptance of social commerce, including performance expectancy, effort expectancy,‎social support, facilitating conditions, hedonic motivation, habitability, price saving orientation, and privacy concerns using the Unified‎Theory of Acceptance and Use of Technology (UTAUT2). UTAUT2 has been examined and modified in various contexts. The research‎model studies the acceptance and use of technology in the context of customers. This study adopts a quantitative method using the partial‎least squares regression (PLS) approach involving 244 respondents. The respondents are users of social commerce in Indonesia. The‎result of this research indicates that social influence, facilitating conditions, hedonic motivation, habit, price value orientation, and privacy‎concerns have a significant effect on behavioral intention. On the other hand, performance expectancy and effort expectancy does not affect‎behavioral intention. Furthermore, price value has a significant effect on social commerce user behavior. Lastly, facilitating conditions and‎habits does not affect social commerce user behavior. This research contributes to the development of theory by examining an additional‎variable, which is privacy concern. This study is significant since social media and social commerce have grown exponentially nowadays.‎Implications of the results for the development of the theory (UTAUT2) and practice are discussed in the article.