Innovation and Evaluation of Technology Acceptance Model (Tam) in S-Commerce: A Case of Social Media Platforms in Ghana

Abstract

Electronic commerce is quickly increasing in several countries, most notably in developing countries. A new electronic-commerce segment known as social commerce has evolved due to the popularity of social media. Consumer trust is important to social commerce success and impacts purchase choices. In modern times, majority of businesses have changed how from the traditional businesses and migrated to social commerce. Electronic commerce was the first of its sort, followed by social commerce, which conducted business via social networking platforms. Identifying the factors that influence social commerce use enables businesses to enhance those features and boost revenue. Thus, the purpose of this study was to examine how increased technology usage influences the social commerce activities of Ghanaian businessmen and women. A review of the literature resulted in the development of a conceptual model. Six hundred and twenty-five responses from Ghanaian enterprises and women who use e-commerce platforms were used to assess the conceptual approach. Partial Least Square Structural Equation Modeling (PLS SEM) was used to validate the model. The reliability and validity of the measuring apparatus were determined using measurement model analysis. To examine the model’s fit and assumptions, we used structural model analysis. Five hypotheses were supported by the structural model data. Effort Expectancy, Perceived Ease of Use, Performance Expectancy, Perceived Utility, and Trust were shown to be the most influential criteria affecting behavioral intention to use s-commerce in Ghana. The findings of this research have major significance for academics and practitioners of social trade.