The purpose of this study is to examine the effect of social connectedness on social media users’ attitudes and intentions towards adopting social commerce in the technology acceptance model (TAM). Data collected from young adult social media users (n = 446) in the US support the proposed model. A structural equation model shows that social connectedness positively influences social media users’ perceptions of ease of use, usefulness, and enjoyment, which in turn, influence their attitudes and intentions towards adopting social commerce in apparel shopping. The impact of social connectedness is stronger on perceived ease of use than other TAM variables. Perceived enjoyment has the strongest impact on attitudes, and attitudes strongly influence consumer intentions for adopting social commerce for apparel purchases. Results of this study reveal that social connectedness enhances social media users’ perceptions of social commerce and positively leads to the adoption of social commerce in apparel shopping. Findings indicate that social connectedness has an indirect effect on attitudes towards social commerce through utilitarian (i.e., ease of use and usefulness) and hedonic (i.e., enjoyment) perceptions of social commerce. These findings highlight the importance of social connectedness through utilitarian and hedonic perceptions in enhancing consumers’ adoption of social commerce for purchasing apparel products.

中文翻译：

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社交联系对服装购物中消费者采用社交商务的影响

这项研究的目的是检验社交联系对社交媒体用户在技术接受模型（TAM）中采用社交商务的态度和意图的影响。从美国的年轻成人社交媒体用户（n = 446）收集的数据支持该模型。结构方程模型表明，社交联系对社交媒体用户对易用性，实用性和娱乐性的感知产生积极影响，进而影响他们对在服装购物中采用社交商务的态度和意图。与其他TAM变量相比，社交联系对感知易用性的影响更大。知觉的享受对态度的影响最大，态度强烈影响消费者采用社会商业进行服装购买的意愿。这项研究的结果表明，社交联系增强了社交媒体用户对社交商务的认识，并积极地导致了社交商务在服装购物中的采用。研究结果表明，社会联系性通过对社会商务的功利主义（即易用性和实用性）和享乐主义（即享受）的认知对社会商务的态度产生间接影响。这些发现凸显了通过功利主义和享乐主义观念建立社会联系的重要性，这对于增强消费者对购买服装产品的社会贸易的接受度非常重要。研究结果表明，社会联系通过对社会商务的功利主义（即易用性和实用性）和享乐主义（即享受）的认知，对社会商务的态度产生间接影响。这些发现凸显了通过功利主义和享乐主义观念建立社会联系的重要性，这对于增强消费者对购买服装产品的社会贸易的接受度非常重要。研究结果表明，社会联系通过对社会商务的功利主义（即易用性和实用性）和享乐主义（即享受）的认知，对社会商务的态度产生间接影响。这些发现凸显了通过功利主义和享乐主义观念建立社会联系的重要性，这对于增强消费者对购买服装产品的社会贸易的接受度非常重要。