Abstract
Social commerce is a subset of e-commerce, which utilises social networking tools. Customers' adoption of this new technology is not addressed by researchers in Jordan and consequently not yet completely understood. To our knowledge, this research is the first one that studied Jordanians intention to adopt social commerce. This study proposed a conceptual model based on the technology acceptance model (TAM) and empirically tested using a survey of 299 Jordanian respondents. Findings of the study showed that perceived ease of use, perceived usefulness, information quality, social support, and trust significantly impacted Jordanian's intention to adopt s-commerce. Results of this study showed that the five constructs of the model explained (33.6%) of the variance of respondent's intention. In addition, the F-test of the model's variables was highly significant which means that there is a linear relationship between those variables. Thus, results of this study demonstrate the applicability of our model in testing this phenomenon.
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