| dc.description.abstract | Purpose: This paper aims to examine key factors affecting consumers’ intention to
accept social shopping in the context of Bangladesh.
Methodology: Structured Equation Modeling (SEM) was applied to verify all
constructs' reliability and validity and test all hypotheses. An importanceperformance map analysis was also carried out for identifying the critical factors of
the constructs having high importance but low performance. Data were collected
from 250 respondents through conducting an online survey.
Findings: The results showed that perceived usefulness, e-WOM, website quality,
perceived enjoyment, and trust have positive effects on social shopping acceptance.
In contrast, perceived risk has a negative impact on social shopping purchase
intention. Moreover, IPMA results showed that managers should concentrate more
on perceived enjoyment, perceived website design, and innovativeness.
Limitations: The study has only considered internet users for the survey; therefore,
there is a possibility of biasness of self-selection in sampling. Also, the size of the
sample is small in this study. The accurate perception of Bangladeshi consumers
toward social shopping requires analysis on a larger sample size.
Practical Implications: The study provides a basis for researchers for further
studies on variables that influence social shopping- behavior. Practitioners can
easily understand the key factors essential to create design and implement those
designs related to various products and services to capture market demand.
Originality: The study has developed a research model by integrating different
prominent theories, i.e., theory of reasoned action and theory of planned behavior,
and technology acceptance model. Also, this study considers several contextual
constructs such as perceived risks, e-WOM, and innovativeness to examine
consumers’ behavioral intention. The proposed model helps to understand the
dynamics of online markets and how the user will respond to social shopping. | en_US |
