Exploring The Effect Of Social Factors On Trust And Purchasing Intentions Of Uae Social Commerce Users.
This paper is an attempt to compromise a study of United Arab Emirates local usersí acceptance of an emerging e-commerce technology which is Social Commerce (SC). In spite of remarkable adherence in usage and adopting Social Media sites and applications, extensive business interest and growing potential economic variations, some central issues remain such as whether Emirati internet users are easily adopting such platforms-websites & applications- and the factors that affect the adoption. This proposalís analysis draws from an extension of Shenís (2013) social factors: social comparison, social presence, and enjoyment. Given that social features are derived from human behavior, the Social Factors variable of the Theory of Interpersonal Behavior (TIB) is used as a theoretical framework. Research questions adhere to whether there are tradition-driven social influences in Emirati usersí acceptance, trust and intention to buy in Social Commerce platforms.
Keywords- Social Factors, Social Commerce , Social Networking , E-commerce, United Arab Emirates, UAE.