Determinants Influencing Intention to Use Social Commerce for Shopping in developing countries: A Case Study of Oman

TL;DR

This study examines how perceived usefulness, enjoyment, and ease of use influence Omani consumers' intentions to adopt social commerce, highlighting key factors that drive social shopping behaviors in developing countries.

Contribution

It applies the Technology Acceptance Model to identify significant determinants of social commerce adoption in Oman, providing empirical evidence specific to a developing country context.

Findings

Perceived usefulness positively influences social commerce intention.

Enjoyment significantly impacts consumers' willingness to use social commerce.

Ease of use explains a substantial portion of the variation in usage intention.

Abstract

Social media has had a significant impact on our individual lives, including our behavior regarding the purchasing of daily products. This study investigates the factors influencing Omani nationals' intentions to obtain products via social commerce. The researcher surveyed 202 participants and utilized the Technology Acceptance Model to develop the theoretical framework. The data collection was analyzed statistically using an appropriate testing mechanism. Statistical methods, including Cronbach's alpha and multiple linear regression, were utilized for reliability and hypotheses testing. After analyzing the collected data and testing the hypotheses, the findings indicated that perceived usefulness, enjoyment, and ease of use of social commerce affect positively on Omani nationals' intentions to utilize social commerce for shopping. The independent variables had a statistically significant impact on the intention to use social commerce shopping for products; these explain 69.9% of the variation on customers intention to utilize social commerce for shopping.