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Determinants of Customer Intentions to Use Social Commerce

In: Artificial Neural Networks and Structural Equation Modeling

Author

Listed:
  • Hasan Oudah Abdullah

    (Basra University College of Science and Technology)

  • Hadi Al-Abrrow

    (University of Basrah, Business Administration Department)

  • Nadia A. Atshan

    (Southern Technical University, Management Technical College)

  • Sammar Abbas

    (Kohat University of Science and Technology (KUST), Institute of Business Studies)

Abstract

Advances in Web 2.0 technologies have led to the wide adoption of electronic commerce platforms as an innovative shopping method to replace traditional shopping. However, due to pro-technology bias, scholars focus on technology adoption and slight attention has been paid to the impact of electronic word of mouth (eWOM) on customers’ intention to use new online channels. This study addresses this gap by examining this intention through exploring the effect of eWOM on male and female intentions and identifying the mediation of perceived crowding. This chapter contributes to shedding light on the determinants of customers’ intentions toward social commerce channels based on SEM and ANN methods.

Suggested Citation

  • Hasan Oudah Abdullah & Hadi Al-Abrrow & Nadia A. Atshan & Sammar Abbas, 2022. "Determinants of Customer Intentions to Use Social Commerce," Springer Books, in: Alhamzah Alnoor & Khaw Khai Wah & Azizul Hassan (ed.), Artificial Neural Networks and Structural Equation Modeling, pages 97-114, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-6509-8_6
    DOI: 10.1007/978-981-19-6509-8_6
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