The Influence of Enjoyment Factor Toward the Acceptance of Social Commerce

The Influence of Enjoyment Factor Toward the Acceptance of Social Commerce

Alaa M. Momani, Wael M. Yafooz, Mamoun M. Jamous
Copyright: © 2021 |Pages: 12
DOI: 10.4018/978-1-7998-8957-1.ch053
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Abstract

Social commerce is a new extension of electronic commerce that involves using social media in the online shopping process. Although the adoption of social technologies was studied in several researches, it is still needed to investigate the specific characteristics of social commerce and the affecting factors on its acceptance. This article verifies the influence of the enjoyment factor on the adoption of social commerce through applying a questionnaire sample allocated to 282 Jordanian social media users from those who are interested in online shopping. The research model is developed to validate the impact of enjoyment, in addition to some other factors, on the behavioral intentions to adopt and use social commerce. The results show that the enjoyment is a key factor on accepting social commerce. The research model indicates that it is viable and has a good power in explaining the variance in the behavioral intentions to adopt and use social commerce.
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2. Literature Review

Since 1940′s, many theories resulted from motivation research (Momani and Jamous, 2017). Self-Determination Theory (SDT) which developed by Deci and Ryan in 1985 is one of them. SDT proposed that self-determination is a human quality. Deci and Ryan (1985) and Ryan and Deci (2000a) explained the psychological innate human needs which are: autonomy, competence, and relatedness. These human needs are directly affecting on individuals′ motivations. The need to autonomy refers to self-determination that causes freedom of action, mainly being self-initiating, and to self-regulating one′s own actions. The need to relatedness refers to developing secure and satisfying connections with others in same social environment (de Brabander, Rozendaal, and Martens, 2009; Hsu and Lin, 2008). According to Deci et al. (1991), these needs are necessary for individuals to be self-determined rather than controlled.

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