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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 utilised 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.
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Salma Abed, Yogesh Dwivedi, Michael Williams. Consumers’ Perceptions of Social Commerce Adoption in Saudi Arabia. 14th Conference on e-Business, e-Services and e-Society (I3E), Oct 2015, Delft, Netherlands. pp.133-143, ⟨10.1007/978-3-319-25013-7_11⟩. ⟨hal-01448034⟩

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