ABSTRACT

Social commerce research to date has been heavily focused on developed economies even though social commerce in developing economies still has the potential for double-digit growth. The purpose of this study is to identify the factors that influence social commerce adoption in Thailand. Three hundred and seventeen (317) online Thai consumers participated in this study. The resulting data was analyzed using SEM to identify the factors that influence social commerce adoption among Thai consumers. The results of this study reveal that the factors of normative beliefs, technology competency, perceived security, perceived privacy, perceived ease of use, perceived usefulness, perceived trust, and perceived social presence are significant among Thai consumers in their decision to adopt social commerce. Both research and practical implications are to be gained by exploring these factors which influence social commerce adoption in emerging economies.

摘要

迄今为止，社交商务研究主要集中在发达经济体，尽管发展中经济体的社交商务仍具有两位数增长的潜力。本研究的目的是确定影响泰国社交商务采用的因素。三百一十七 (317) 名在线泰国消费者参与了这项研究。使用 SEM 分析所得数据，以确定影响泰国消费者采用社交商务的因素。这项研究的结果表明，规范信念、技术能力、感知安全、感知隐私、感知易用性、感知有用性、感知信任和感知社会存在等因素在泰国消费者决定采用社交商务时具有重要意义。