This study determines the influential factors responsible for social commerce adoption in an emerging economy. Our model combines constructs from social commerce constructs, social presence theory, and flow theory with the factors of trust and perceived risk management. We use structural equation modeling to analyze the data collected via an online survey of 300 participants who are members of social network sites in Bangladesh. The results indicate that social commerce constructs and social presence have significant impacts on trust and perceived risk management except for forums and communities, and the trust relationship, which influences social commerce use intention, thereby influencing social commerce use behavior. The findings also reveal that flow has a significant impact on intention to use.

中文翻译：

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新兴经济体中采用社会商业的决定因素

这项研究确定了在新兴经济体中采用社会商务的影响因素。我们的模型将来自社会商务构造，社会存在理论和流量理论的构造与信任和感知风险管理因素结合在一起。我们使用结构方程模型来分析通过对孟加拉国社交网站成员的300名参与者进行的在线调查收集的数据。结果表明，除了论坛和社区以外，社交商务的构建和社交存在对信任和感知风险管理有显着影响，信任关系影响社交商务的使用意图，从而影响社交商务的使用行为。研究结果还表明，流量对使用意图有重大影响。