Integración da teoría do apoio social e o modelo de aceptación da tecnoloxía de sitios web de comercio social
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- Syed Alam+−
- Nurkhalida Makmor+−
- Mohammad Masukujjaman+−
- Zafir Khan Mohamed Makhbul+−
- Mohd Helmi Ali+−
- Abdullah Al Mamun+−
Resumo
A expansión dos sitios web de comercio social transformou gradualmente a vida da maioría das persoas en termos de interaccións sociais durante o tempo libre. A comunicación facilitouse debido ao avance da tecnoloxía da información e a comunicación debido ao feito de que as fontes de información poden axudar de maneira eficiente a proporcionar a información requirida. Con todo, existe a posibilidade de ter dificultades para comprender o contido en liña, xa que a información pode ter inexactitudes e rumbos. Ao combinar o modelo de aceptación de tecnoloxía (TAM) e a teoría de apoio social (SST), este estudo desenvolveu un modelo detallado de intención de compra para analizar as relacións relacionadas cos sitios web de comercio social. A confianza foi examinada como o mediador nesta investigación. O estudo empregou un enfoque cuantitativo en liña e realizou unha mostraxe non probabilístico (conveniencia) para recrutar a 392 enquisados. Os achados demostran que diferentes formas de SS (emocionais e informativas) conteñen relacións significativas co TAM, a confianza e a intención de compra. Con todo, a utilidade percibida e a intención de compra revelan relacións insignificantes. Mentres tanto, a confianza media significativamente na asociación entre as construcións SS e TAM neste modelo proposto. Os resultados tamén mostran que o modelo proposto ha logrado un bo axuste e explica claramente cada relación. Por tanto, a integración e extensión de constructos pode servir como camiños de investigación futuros. Os especialistas en márketing e os profesionais tamén poderían aplicar os achados ao desenvolver sitios web de comercio social.
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