In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technolo...In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.展开更多
Electronic commerce is quickly increasing in several countries, most notably in developing countries. A new electronic-commerce segment known as social commerce has evolved due to the popularity of social media. Consu...Electronic commerce is quickly increasing in several countries, most notably in developing countries. A new electronic-commerce segment known as social commerce has evolved due to the popularity of social media. Consumer trust is important to social commerce success and impacts purchase choices. In modern times, majority of businesses have changed how from the traditional businesses and migrated to social commerce. Electronic commerce was the first of its sort, followed by social commerce, which conducted business via social networking platforms. Identifying the factors that influence social commerce use enables businesses to enhance those features and boost revenue. Thus, the purpose of this study was to examine how increased technology usage influences the social commerce activities of Ghanaian businessmen and women. A review of the literature resulted in the development of a conceptual model. Six hundred and twenty-five responses from Ghanaian enterprises and women who use e-commerce platforms were used to assess the conceptual approach. Partial Least Square Structural Equation Modeling (PLS SEM) was used to validate the model. The reliability and validity of the measuring apparatus were determined using measurement model analysis. To examine the model’s fit and assumptions, we used structural model analysis. Five hypotheses were supported by the structural model data. Effort Expectancy, Perceived Ease of Use, Performance Expectancy, Perceived Utility, and Trust were shown to be the most influential criteria affecting behavioral intention to use s-commerce in Ghana. The findings of this research have major significance for academics and practitioners of social trade.展开更多
基金supported by MOE(Ministry of Education in China)Project of Humanities and Social Sciences(No.20YJC630022)Shandong Province Natural Science Foundation(No.ZR2017MG033)Fundamental Research Funds for the Central Universities(No.HIT.HSS.201875).
文摘In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.
文摘Electronic commerce is quickly increasing in several countries, most notably in developing countries. A new electronic-commerce segment known as social commerce has evolved due to the popularity of social media. Consumer trust is important to social commerce success and impacts purchase choices. In modern times, majority of businesses have changed how from the traditional businesses and migrated to social commerce. Electronic commerce was the first of its sort, followed by social commerce, which conducted business via social networking platforms. Identifying the factors that influence social commerce use enables businesses to enhance those features and boost revenue. Thus, the purpose of this study was to examine how increased technology usage influences the social commerce activities of Ghanaian businessmen and women. A review of the literature resulted in the development of a conceptual model. Six hundred and twenty-five responses from Ghanaian enterprises and women who use e-commerce platforms were used to assess the conceptual approach. Partial Least Square Structural Equation Modeling (PLS SEM) was used to validate the model. The reliability and validity of the measuring apparatus were determined using measurement model analysis. To examine the model’s fit and assumptions, we used structural model analysis. Five hypotheses were supported by the structural model data. Effort Expectancy, Perceived Ease of Use, Performance Expectancy, Perceived Utility, and Trust were shown to be the most influential criteria affecting behavioral intention to use s-commerce in Ghana. The findings of this research have major significance for academics and practitioners of social trade.
