IDEAS home Printed from https://ideas.repec.org/a/ids/ijbfmi/v4y2018i4p426-445.html
   My bibliography  Save this article

Individuals' intention towards social commerce: an empirical study of Pakistan

Author

Listed:
  • Masood Ul Hassan
  • Zeeshan Iqbal
  • Nayab Bukhari
  • Ubaidullah Shafique

Abstract

This study aimed to explore the individuals' intention towards the social commerce in Pakistan through the theoretical lenses of technology acceptance mode, theory of reasoned action and theory of planned behaviour. A parsimonious structure of the key constructs of TAM, TRA and TBP along with an additional construct of perceived risk was developed. The researchers have developed a research questionnaire and distributed among the respondents to yield the data about the study constructs. Furthermore, PLS-SEM approach was utilised, through SmartPLS software, to test the hypothesised relationships between the study constructs. The results disclosed the significant highlights about the individuals' behavioural intention towards social commerce with respect to Pakistan, which are useful for the academicians as well as for the policy makers.

Suggested Citation

  • Masood Ul Hassan & Zeeshan Iqbal & Nayab Bukhari & Ubaidullah Shafique, 2018. "Individuals' intention towards social commerce: an empirical study of Pakistan," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 4(4), pages 426-445.
    • Handle: RePEc:ids:ijbfmi:v:4:y:2018:i:4:p:426-445
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=95136
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbfmi:v:4:y:2018:i:4:p:426-445. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=156 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.