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

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.