Abstract
Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors.
| Original language | English |
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| Title of host publication | Proceedings of the 20th International Conference on Electronic Business |
| Editors | Eldon Y. Li, Banjamin Yen |
| Publisher | ICEB |
| Pages | 456-467 |
| Number of pages | 12 |
| Volume | 2020-December |
| Publication status | Published - 5 Dec 2020 |
| Event | The 20th International Conference on Electronic Business - Pok Fu Lam, Hong Kong Duration: 5 Dec 2020 → 8 Dec 2020 |
Publication series
| Name | Proceedings of the International Conference on Electronic Business (ICEB) |
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| ISSN (Print) | 1683-0040 |
Conference
| Conference | The 20th International Conference on Electronic Business |
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| Abbreviated title | ICEB |
| Country/Territory | Hong Kong |
| City | Pok Fu Lam |
| Period | 5/12/20 → 8/12/20 |
Bibliographical note
Publisher Copyright:© 2020 International Consortium for Electronic Business. All rights reserved.
Keywords
- Social media
- uses and gratifications theory
- social commerce
- TAM
- purchase intention