Effects of the Technology Acceptance Model and Social Capital on Innovation Adopters' Intention to Use Social Commerce

다국어 초록 (Multilingual Abstract)

This study extends traditional theories of technology acceptance such as the TAM, the TRA, and TAM2 to a new model including social capital and examines whether various categories of innovation adopters (innovators/early adopters, the early majority, and the late majority/laggards) have moderating effects on the relationships between technology acceptance, social capital factors and s-commerce use intentions.We validated the model and tested the hypotheses by using the the partial least squares technique based on structural equation modeling. The empirical results indicate that the technology acceptance and social capital factors had significant effects on intentions to use social commerce and that these effects varied according to innovation adopter groups. The sample was limited to individuals in their twenties, and therefore any generalization of the results to those belonging to other age groups should be made with caution. In this regard, future research should consider a wider range of age groups. The results suggest that social commerce marketers should provide customers with useful features, foster social relationships, and facilitate social identity development to strengthen use intentions toward social commerce according to various innovation adopter categories. This study contributes to the literature by extending the TAM and TAM2 to a new model including social capital and investigating whether various groups of innovation adopters moderate the relationships between technology acceptance, social capital (bridging and bonding) factors, and s-commerce use intentions.