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Modeling users’ acceptance of mobile social commerce: the case of ‘Instagram checkout’

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  • Vaggelis Saprikis

    (University of Western Macedonia)

  • Giorgos Avlogiaris

    (University of Western Macedonia)

Abstract

Mobile Social Commerce (MSC) is the present and the future of e-commerce; and a growing topic of research interest. However, despite its numerous current abilities and its prosperous future prospects there has been slightly investigated so far. In order to fill this research gap, this empirical study aims to model and examine the factors that impact individuals’ behavioral intention on adopting MSC. In specific, it focuses on a comparatively new service of Instagram, the checkout option; and investigates m-users’ behavioral intention towards this operation in a country where this service is not available yet. The study presents a holistic acceptance conceptual model in the context of MSC that combines the UTAUT scheme, the innovation characteristics of the DOI theory (i.e., compatibility and innovativeness), along with the basic social interaction variables (i.e., closeness and familiarity) and the major ICT inhibitors (i.e. risk and anxiety); with the aim to increase the understanding on the topic. As far as it is concerned, ‘Instagram checkout’ has never explored before. The results demonstrate that compatibility and performance expectancy exert the strongest positive effect on behavioral intention. Social influence and familiarity also influence positively m-users’ decisions to adopt ‘Instagram checkout’, whereas anxiety exerts a negative impact.

Suggested Citation

  • Vaggelis Saprikis & Giorgos Avlogiaris, 2023. "Modeling users’ acceptance of mobile social commerce: the case of ‘Instagram checkout’," Electronic Commerce Research, Springer, vol. 23(1), pages 511-540, March.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:1:d:10.1007_s10660-021-09499-4
    DOI: 10.1007/s10660-021-09499-4
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