THE EFFECTS OF PERCEIVED RISK ON SOCIAL COMMERCE ADOPTION BASED ON TAM MODEL

Abstract

As the Internet has led to the emergence of electronic commerce, the development of social networks has led to the emergence of the concept of social commerce. Since the acceptance of new technology can be somewhat challenging, the effect of perceived risk on the adoption of social commerce is examined from the perspective of Internet users. For this purpose, a conceptual model based on the Technology Acceptance Model (TAM) has been created to take into account different types of risks, including financial, functional, social, time, psychological, and privacy risks. The results of the study, which used a structural equation modeling (SEM) approach and partial least squares (PLS), revealed that, among 277 active users of social media, the perceived risk has a significant impact on the perceived usefulness of social commerce. Moreover, among different constructs of risk, psychological, and social risks doesn’t have a noticeable effect on commerce adoption. To cite this document: Saba Torki Biucky, Neda Abdolvand, and Saeedeh Rajaee Harandi, "THE EFFECTS OF PERCEIVED RISK ON SOCIAL COMMERCE ADOPTION BASED ON THE TAM MODEL", International Journal of Electronic Commerce Studies, Vol.8, No.2, pp.134-157, 2017. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1538