Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts |
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| Institution: | 1. Montclair State University, Department of Information Management and Business Analytics, Feliciano School of Business, 1 Normal Ave., Montclair, NJ 07043, United States;2. Baruch College, CUNY, Statistics & CIS Department, Zicklin School of Business, One Bernard Baruch Way, Box B11-220, New York, NY 10010, United States;1. LIM Laboratory, University of Laghouat, Algeria;2. ERIC Laboratory, University of Lyon 2, France;3. JC College, University of Florida, USA;1. Gerald D. Hines College of Architecture and Design, University of Houston, 4200 Elgin St., Houston, TX 77204-4000, USA;2. I3B, Universitat Politècnica de València, Camino de Vera s/n, 46010 Valencia, Spain;3. Institute of New Imaging Technologies, Universitat Jaume I, Castellón, Spain;1. University of North Carolina at Chapel Hill, 200 Manning Hall, Chapel Hill, NC 27599-3360, USA;2. Syracuse University, Hinds Hall 348, Syracuse, NY 13244-4100, USA;3. Kateryna Bondar International University of La Rioja Avenida de la Paz, 137, 26006, Logroño, Spain;4. Formerly of the Center for Technology and Innovation Management, CeTIM@ UniBw München, Werner-Heisenberg-Weg 39, 85577 Neubiberg, Germany;1. University of Canberra, Australia;2. Jonkoping University, Sweden;1. CERIST, Algiers, Algeria;2. USTHB, LRIA, Algiers, Algeria |
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| Abstract: | Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices. |
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| Keywords: | Social commerce Technology adoption Social network sites Gift exchanges Privacy concerns |
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