Integración de la teoría del apoyo social y el modelo de aceptación de la tecnología de los sitios web de comercio social
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- Syed Shah Alam+−
- Nurkhalida Makmor+−
- Mohammad Masukujjaman+−
- Zafir Khan Mohamed Makhbul+−
- Mohd Helmi Ali+−
- Abdullah Al Mamun+−
Resumen
La expansión de los sitios web de comercio social ha transformado gradualmente la vida de la mayoría de las personas en términos de interacciones sociales durante el tiempo libre. El avance de las tecnologías de la información y la comunicación ha facilitado la comunicación, ya que las fuentes de información pueden ayudar eficazmente a proporcionar la información necesaria. No obstante, existe la posibilidad de tener dificultades para comprender los contenidos en línea, ya que la información puede contener imprecisiones y sesgos. Combinando el modelo de aceptación de la tecnología (TAM) y la teoría del apoyo social (SST), este estudio ha desarrollado un modelo detallado de intención de compra para analizar las relaciones relacionadas con los sitios web de comercio social. La confianza se ha examinado como mediador en esta investigación. El estudio ha empleado un enfoque cuantitativo en línea y ha realizado un muestreo no probabilístico (de conveniencia) para reclutar a 392 encuestados. Los resultados demuestran que las diferentes formas de SS (emocional e informativa) contienen relaciones significativas con el TAM, la confianza y la intención de compra. Sin embargo, la utilidad percibida y la intención de compra revelan relaciones insignificantes. Mientras tanto, la confianza media significativamente en la asociación entre los constructos SS y TAM en este modelo propuesto. Los resultados también muestran que el modelo propuesto ha logrado un buen ajuste y explica claramente cada relación. Por lo tanto, la integración y la ampliación de los constructos pueden servir como futuras vías de investigación. Las conclusiones también podrían ser aplicadas por los profesionales del marketing a la hora de desarrollar sitios web de comercio social.
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