Tazizur Rahman
ABSTRACT
This study aims to examine the key influential factors responsible for social media-based online store adoption in Bangladesh. The research model combines constructs from the unified theory of acceptance and use of technology model. We use structural equation modeling to analyze the data collected through an online survey of 273 participants who are social media-based online store users in Bangladesh. The results indicate that social influence is the most influential factor of use intention, and performance expectancy and effort expectancy have an almost similar impact on use intention. The findings also reveal that facilitating conditions and use intention have significant positive impacts on the actual use behavior of these platforms.
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Index Terms
- Determinants of Social Media-Based Online Store Adoption.
Index terms have been assigned to the content through auto-classification.
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