An Integrated Model for E-commerce Adoption at the Customer Level with the Impact of Social Commerce

Advancement in e-commerce technologies and emerge of web 2.0 applications developed e-commerce. Nowadays, customers are entering new platform, where they are more active than before through participating in business process with the Web 2.0 applications. By the impact of the new stream in e-commerce, social commerce, we propose and test an adoption model at the customer level. Impact of social commerce in the e-commerce has been examined in this research to have a better understanding of consumers’ behavior. This research proposes an integrated model drawing on TAM and SCAM. We collected the data through a survey and applied structural equation modeling (SEM) approach with the aim of partial least square (PLS) to analyze the data. According to the results social commerce components are impacting e-commerce adoption process. In the end conclusion, implications for e-commerce research, practical implications, implementation for IS researchers, key results,limitation and future direction of this research discussed.