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A Modified Technology Acceptance Theory to Assess Social Commerce Technology Adoption

Alaa M. Momani
Published: 1 April 2021
 by  IGI Global

Abstract: User acceptance and satisfaction are important factors when evaluating any technology. This paper investigates the key determinants that drive the adoption of social commerce within the Jordanian community. A modification to the Theory Of Acceptance And Use Of Technology was empirically validated by applying a quantitative survey questionnaire. Several statistical techniques were utilized to examine the modified model. The modified model showed that performance expectancy, effort expectancy, social influence, and enjoyment expectancy are significant influencers of behavioral intentions. Facilitating conditions and behavioral intentions also significantly influence the actual use behavior of social commerce by the Jordanian community sampled. The results indicated that the four proposed moderating variables affect the relation between the expectancy variables and the behavioral variables.
Keywords: behavioral / social commerce / survey / Technology / Theory / Jordanian / modified model

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