Title: Individuals' intention towards social commerce: an empirical study of Pakistan

Authors: Masood Ul Hassan; Zeeshan Iqbal; Nayab Bukhari; Ubaidullah Shafique

Addresses: Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan

Abstract: This study aimed to explore the individuals' intention towards the social commerce in Pakistan through the theoretical lenses of technology acceptance mode, theory of reasoned action and theory of planned behaviour. A parsimonious structure of the key constructs of TAM, TRA and TBP along with an additional construct of perceived risk was developed. The researchers have developed a research questionnaire and distributed among the respondents to yield the data about the study constructs. Furthermore, PLS-SEM approach was utilised, through SmartPLS software, to test the hypothesised relationships between the study constructs. The results disclosed the significant highlights about the individuals' behavioural intention towards social commerce with respect to Pakistan, which are useful for the academicians as well as for the policy makers.

Keywords: technology acceptance model; TAM; theory of reasoned action; TRA; theory of planned behaviour; TPB; attitude; intention; social commerce; Pakistan.

DOI: 10.1504/IJBFMI.2018.095136

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.4, pp.426 - 445

Received: 11 Jan 2018
Accepted: 21 Jan 2018
Published online: 01 Oct 2018 *

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