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Examining consumer adoption of social commerce: An extended META-UTAUT model

Prianka Sarker, Laurie Hughes, Tegwen Malik Orcid Logo, Yogesh Dwivedi

Technological Forecasting and Social Change, Volume: 212, Start page: 123956

Swansea University Authors: Tegwen Malik Orcid Logo, Yogesh Dwivedi

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DOI (Published version): 10.1016/j.techfore.2024.123956

Abstract

Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model fo...

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Published in: Technological Forecasting and Social Change
ISSN: 0040-1625
Published: Elsevier BV 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa68587
first_indexed 2025-01-09T20:33:54Z
last_indexed 2025-01-29T20:24:15Z
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spelling 2025-01-29T14:49:54.9152542 v2 68587 2024-12-17 Examining consumer adoption of social commerce: An extended META-UTAUT model d7e74f3c3979dff2baba1a16fe50e24a 0000-0003-4315-5726 Tegwen Malik Tegwen Malik true false d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2024-12-17 CBAE Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model for understanding the factors influencing consumer adoption of social commerce in Bangladesh using an adapted and extended version of the Meta-UTAUT model. Analysis was undertaken to determine the appropriateness of external constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This research collected data from 402 social commerce users from Bangladesh to test and validate the proposed research model. The results suggest that performance expectancy, effort expectancy, innovativeness and trust have a direct influence on consumer attitude, whilst social influence, grievance redressal, facilitating conditions, social support, anxiety, and attitude, significantly influence usage behavior. The results also found that usage behavior is a strong predictor of continuous participation intention. This research contributes to existing knowledge by conceptualizing and validating a technology adoption model, which emphasizes the role of anxiety and grievance redressal in consumer acceptance of social commerce. Journal Article Technological Forecasting and Social Change 212 123956 Elsevier BV 0040-1625 Adoption; ConsumerInformation systems; Marketing; Social commerce; Social media; Use behavior 1 3 2025 2025-03-01 10.1016/j.techfore.2024.123956 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee 2025-01-29T14:49:54.9152542 2024-12-17T20:20:21.5613231 Faculty of Humanities and Social Sciences School of Management - Business Management Prianka Sarker 1 Laurie Hughes 2 Tegwen Malik 0000-0003-4315-5726 3 Yogesh Dwivedi 4 68587__33436__f85b86f325d54ebf8a6a056dfea980c3.pdf 68587.VoR.pdf 2025-01-29T14:48:13.5550777 Output 1378830 application/pdf Version of Record true © 2024 The Authors. This is an open access article under the CC BY license. true eng http://creativecommons.org/licenses/by/4.0/
title Examining consumer adoption of social commerce: An extended META-UTAUT model
spellingShingle Examining consumer adoption of social commerce: An extended META-UTAUT model
Tegwen Malik
Yogesh Dwivedi
title_short Examining consumer adoption of social commerce: An extended META-UTAUT model
title_full Examining consumer adoption of social commerce: An extended META-UTAUT model
title_fullStr Examining consumer adoption of social commerce: An extended META-UTAUT model
title_full_unstemmed Examining consumer adoption of social commerce: An extended META-UTAUT model
title_sort Examining consumer adoption of social commerce: An extended META-UTAUT model
author_id_str_mv d7e74f3c3979dff2baba1a16fe50e24a
d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d7e74f3c3979dff2baba1a16fe50e24a_***_Tegwen Malik
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Tegwen Malik
Yogesh Dwivedi
author2 Prianka Sarker
Laurie Hughes
Tegwen Malik
Yogesh Dwivedi
format Journal article
container_title Technological Forecasting and Social Change
container_volume 212
container_start_page 123956
publishDate 2025
institution Swansea University
issn 0040-1625
doi_str_mv 10.1016/j.techfore.2024.123956
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model for understanding the factors influencing consumer adoption of social commerce in Bangladesh using an adapted and extended version of the Meta-UTAUT model. Analysis was undertaken to determine the appropriateness of external constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This research collected data from 402 social commerce users from Bangladesh to test and validate the proposed research model. The results suggest that performance expectancy, effort expectancy, innovativeness and trust have a direct influence on consumer attitude, whilst social influence, grievance redressal, facilitating conditions, social support, anxiety, and attitude, significantly influence usage behavior. The results also found that usage behavior is a strong predictor of continuous participation intention. This research contributes to existing knowledge by conceptualizing and validating a technology adoption model, which emphasizes the role of anxiety and grievance redressal in consumer acceptance of social commerce.
published_date 2025-03-01T09:39:04Z
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