Social Commerce an Extended Technology Acceptance Model: The Mediating Effect of Perceived Ease of Use and Perceived Usefulness

Nurkhalida Makmor, Norzalita Abd Aziz
Graduate School of Business Management, Universiti Kebangsaan Malaysia

Syed Shah Alam
Faculty of Business, Finance and Hospitality, Mahsa University


The social commerce websites have been growing rapidly with the advancement of information communication technology. Recently, the social interaction of Malaysians during leisure time has gradually changed due to the expansion of social networking sites. Thus, the consumers encounter a big challenge in understanding the information sources as the information sources could potentially lead to biases and rumours. To analyse the determinants impacting consumer’s purchase intention in social commerce websites, therefore, this study is to suggests a new model by extending social commerce constructs (SCCs) come into the Technology Acceptance Model (TAM) to examine the influence of SCCs and the perception of new technological website (i.e. perceived ease of use and perceived usefulness) on purchase intention. The current study uses non-probability (convenience sampling) by using a questionnaire survey to gain Malaysian online consumers respondents. The Partial least square structural equation modelling (PLS-SEM) technique was used for this study. As a result, a total of 100 respondents’ useable questionnaires. The finding of the study revealed that SCCs significantly affect purchase intention. Moreover, the TAM was discovered as a partial mediation between the relationship of SCCs and purchase intention. Furthermore, based on the samples analysed, the proposed model seems to be fitted considerably well. Therefore, while encouraging further extension and integration constructs, the proposed extended model of TAM may good and serve as new beginner research. Other practices should improve new marketing strategies to comprehend the social commerce landscape better.

Keywords: Social commerce constructs, Technology Acceptance Model (TAM), Purchase intention