Social Commerce Adoption Based UTAUT Model for Consumer Behavior: Iraq Small and Medium Enterprise

dc.authorid Momani, Dr. Alaa M./0000-0002-6764-6186
dc.authorscopusid 57468141800
dc.authorscopusid 56366094100
dc.authorscopusid 57201257839
dc.contributor.author Habeeb, Rasha Jasim Habeeb
dc.contributor.author Hilles, Shadi M. S.
dc.contributor.author Momani, Alaa M.
dc.date.accessioned 2024-05-25T11:42:16Z
dc.date.available 2024-05-25T11:42:16Z
dc.date.issued 2021
dc.department Okan University en_US
dc.department-temp [Habeeb, Rasha Jasim Habeeb] Istanbul OKAN Univ, Comp Engn Dept, Istanbul, Turkey; [Hilles, Shadi M. S.] Istanbul OKAN Univ, Software Engn Dept, Istanbul, Turkey; [Momani, Alaa M.] Skyline Univ Coll, Sch Informat Technol, Sharjah, U Arab Emirates en_US
dc.description Momani, Dr. Alaa M./0000-0002-6764-6186 en_US
dc.description.abstract Using of e-commerce is one of the Internet's most far-reaching influences. Particularly, in terms of business and market models where Social commerce is proved to be a significant topic in information systems, where fast increasing online shops e-commerce platforms assisting in increasing customer engagement and sales. As a result, social media has evolved into a far more significant platform for the retail business. This research examines the impact of social commerce on customer behavior and intention to use electronic purchasing in the Iraqi local market, based on the suggested expanded Unified Theory of Acceptance and Use of Technology (UTAUT) model. The purpose of this paper is to analyses crucial elements using an empirical research as well as a quantitative survey questionnaire administered to social media users, with 410 valid responses where we conducted analysis on these responses by using SPSS package All participants can envisage the importance of e-commerce. The results also showed that the majority of the participants embrace the concept of e-commerce and react favorably to it. Further, the findings highlight that performance expectancy has a positive effect on behavioral intention and the actual use to adopt social commerce. The inclusion into the proposed model of relevant insights obtained from the interviews, the questionnaire, and the focus group ensures that the model has both theoretical and practical validity where study considers the major effect of Iraqi customers' behavioral intentions and their culture on social commerce. The analysis also considered nine dependent variables, including customer adoption and confidence in social commerce. en_US
dc.identifier.citationcount 1
dc.identifier.doi 10.1109/IISEC54230.2021.9672383
dc.identifier.isbn 9781665407595
dc.identifier.scopus 2-s2.0-85125346404
dc.identifier.uri https://doi.org/10.1109/IISEC54230.2021.9672383
dc.identifier.uri https://hdl.handle.net/20.500.14517/1567
dc.identifier.wos WOS:000841548300024
dc.language.iso en
dc.publisher Ieee en_US
dc.relation.ispartof 2nd International Informatics and Software Engineering Conference (IISEC) - Artificial Intelligence for Digital Transformation -- DEC 16-17, 2021 -- Ankara, TURKEY en_US
dc.relation.publicationcategory Konferans Öğesi - Uluslararası - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 3
dc.subject social commerce en_US
dc.subject ecommerce en_US
dc.subject electronic purchasing en_US
dc.subject extended UTAUT en_US
dc.subject consumer behavior en_US
dc.subject behavioral intention en_US
dc.subject quantitative en_US
dc.subject survey en_US
dc.subject questionnaire en_US
dc.title Social Commerce Adoption Based UTAUT Model for Consumer Behavior: Iraq Small and Medium Enterprise en_US
dc.type Conference Object en_US
dc.wos.citedbyCount 1

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