Exploration of Commercial Usage of Social Media
In this study, adoption of Social Media for commercial purposes (SMC) has been analyzed using the extended Theory of Reasoned Action (TRA) model with two external variables. The external variables include Perceived level of Awareness (PLA) and Perceived Reliability/Enjoyment (PR/E). A survey has been conducted for this purpose. The data were systematically analyzed using path analysis approach based on univariate and bivariate least square regression. The test results indicated that TRA has significant predictive power regarding adoption of SMC. Additionally, all of the external variables showed significant influence in the research model.
Keywords - Social media, social networking sites, E-commerce, Theory of Reasoned Action, regression, path analysis.