Abstract
One of the increasing concept nowadays in ecommerce is social commerce. Social commerce is the buying and selling of goods and services through the use of social networking sites. In addition, social commerce primarily affects the millennials composed mostly of college students. This study was conducted to determine the characteristics of students in terms of age and sex and their relationship to the factors affecting the acceptance of social commerce. The factors were based on the User Acceptance of Technology: Towards Unified View. Facebook was considered as the platform of social commerce in this study. The questionnaire was answered by 100 respondents composed of Bachelor of Science in Information Technology and Bachelor of Science in Business Management. Descriptive statistics was used such as frequency count, percentage and mean to determine the characteristics of the participants and factors affecting social commerce acceptance. Pearson correlation was used to find the relationship between the characteristics and factors affecting social commerce acceptance of students in a State University.
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