Social Commerce Adoption by Saudi Consumers: A Conceptual Model

This study aims to examine the factors that affect consumer adoption of social commerce technologies in the context of Saudi Arabia. The proposed conceptual model is extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) by including other external factors: trust, perceived risk, innovativeness, and information quality. A quantitative field survey will be conducted to gain the data from a convenience sample of Saudi customers using a self-administrated questionnaire. The results of this study will be useful for learning how Saudi Arabian customers’ adoption of social commerce technologies can be improved.

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