Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.

中文翻译：

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性格特征和购物动机是否会影响社会商务的采用意愿？来自新兴市场的证据

摘要自Web 2.0时代以来，社会商务已成为热门话题。但是，新兴经济体缺乏相关研究。本研究旨在填补这一研究空白，并回答“有关人格特质和购物动机的哪种类型影响社会商业采用意图”这一主要研究问题。该研究模型是根据被认为与在线购物和社交媒体使用相关的个性特征（对体验的开放性，对独特性的需求和购买冲动性）开发的。对社交媒体用户进行了在线问卷调查。通过结构方程模型对总共269份有效问卷进行了分析，以检验所建议的关系，其中大多数是非线性的。这些发现强调了社会化动机的重要性，以及对社会商务采用意图的实用主义和享乐主义购物动机。体验的开放性已成为一项重要特征，对社交商业采用意图产生了间接影响。年龄和受教育程度成为影响社会商务环境中购物动机的重要人口统计资料。