TY - GEN
T1 - MOA and TRA in social commerce
T2 - IEEE International Conference on Industrial Engineering and Engineering Management, IEEM2011
AU - Teh, Pei Lee
AU - Ahmed, Pervaiz Khalid
PY - 2011
Y1 - 2011
N2 - The growth of social commerce and social shopping communities have changed the nature of online shopping and human social interaction. However, relatively little work has been conducted to study the motivational factors affecting the individuals' social commerce behavior. Drawing from both Motivation, Opportunity and Ability Theory (MOA), and Theory of Reasoned Action (TRA), this paper examines the influence of motivation, ability and opportunity on social commerce adoption. Survey questionnaires are personally-administered to 220 university students. Results indicate that individuals' behavioral intention to use social commerce is predicted with higher levels of motivation, ability and normative belief. Individuals' behavioral intention to use social commerce also significantly affects the individuals' actual social commerce behavior. This paper concludes with a discussion of research implications and new directions for future studies in the field social commerce.
AB - The growth of social commerce and social shopping communities have changed the nature of online shopping and human social interaction. However, relatively little work has been conducted to study the motivational factors affecting the individuals' social commerce behavior. Drawing from both Motivation, Opportunity and Ability Theory (MOA), and Theory of Reasoned Action (TRA), this paper examines the influence of motivation, ability and opportunity on social commerce adoption. Survey questionnaires are personally-administered to 220 university students. Results indicate that individuals' behavioral intention to use social commerce is predicted with higher levels of motivation, ability and normative belief. Individuals' behavioral intention to use social commerce also significantly affects the individuals' actual social commerce behavior. This paper concludes with a discussion of research implications and new directions for future studies in the field social commerce.
KW - motivation
KW - opportunity and ability theory
KW - Social commerce
KW - theory of reasoned action
UR - https://www.scopus.com/pages/publications/84856546240
U2 - 10.1109/IEEM.2011.6118141
DO - 10.1109/IEEM.2011.6118141
M3 - Conference contribution
AN - SCOPUS:84856546240
SN - 9781457707391
T3 - IEEE International Conference on Industrial Engineering and Engineering Management
SP - 1375
EP - 1379
BT - IEEE International Conference on Industrial Engineering and Engineering Management, IEEM2011
Y2 - 6 December 2011 through 9 December 2011
ER -