International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 9, Issue 7 (July 2022), Pages: 54-64

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 Original Research Paper

 Adoption of social commerce: An empirical analysis in the context of Pakistan

 Author(s): Zulfiqar Ali Solangi 1, *, Yasir Ali Solangi 2, Salman S. Al-Githami 3, Abdullah Maitlo 2, Mahmood Hussain Shah 4

 Affiliation(s):

 1Jubail Technical Institute-Education Sector, Royal Commission Jubail, Saudi Arabia
 2Institute of Computer Science, Shah Abdul Latif University, Khairpur, Pakistan
 3School Computing, Universiti Teknologi Malaysia, Johor Bahru, Malaysia
 4Newcastle Business School, Northumbria University, Newcastle, UK

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-5177-5197

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2022.07.007

 Abstract:

Businesses are utilizing social media extensively to increase the opportunities for traditional and online businesses. However, the driving factors affecting both consumers’ and proprietors’ behavior are not well investigated so far in the context of developing countries like Pakistan. Persuading extended social commerce technology acceptance model (TAM) theory and theory of reasoned action (TRA), this paper investigates behavioral intention to use social commerce. The quantitative exploratory research approach was applied to accomplish the explicit research aims and objectives using the survey data from 2019 respondent consumers/firms active in six metropolitan cities of Pakistan. The study findings indicate a significant positive influence on behavioral intention to adopt social commerce is appraised with a greater level of perceived ease of use, usefulness, social influence, and risk factors. In the conclusion, this paper discusses research implications and utilization of the most recent ICT advancements helping business people and investors develop new commerce procedures and processes.

 © 2022 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Social commerce, E-business, Social media, Social trade, E-commerce, Social consumers, Web 2.0

 Article History: Received 16 January 2022, Received in revised form 7 April 2022, Accepted 18 April 2022

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Solangi ZA, Solangi YA, and Al-Githami SS et al. (2022). Adoption of social commerce: An empirical analysis in the context of Pakistan. International Journal of Advanced and Applied Sciences, 9(7): 54-64

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 Figures

 Fig. 1 Fig. 2 Fig. 3 Fig. 4 Fig. 5 

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 

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