The development of social commerce intention model SNS among University students

The tendency toward using commerce transactions through social media platforms among Saudi youth made deep investigation of this phenomenon a necessity for many social media users, retailors and decision makers. Understanding the variables that contribute in increasing social media users’ intentions...

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Main Author:	Alshawawreh, Amro Marei Abidrabbu
Format:	Thesis
Language:	eng eng eng eng
Published:	2020
Subjects:	LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/8718/1/Deposit%20Permission_Allow%20or%20Not%20Allow_s94028.pdf https://etd.uum.edu.my/8718/2/s94028_01.pdf https://etd.uum.edu.my/8718/3/s94028_02.pdf https://etd.uum.edu.my/8718/4/s94028_references.docx
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id	my-uum-etd.8718
record_format	uketd_dc
spelling	my-uum-etd.87182021-10-12T02:40:31Z The development of social commerce intention model SNS among University students 2020 Alshawawreh, Amro Marei Abidrabbu Abdul Mutalib, Ariffin Abdul Hamid, Norsiah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences LB2300 Higher Education The tendency toward using commerce transactions through social media platforms among Saudi youth made deep investigation of this phenomenon a necessity for many social media users, retailors and decision makers. Understanding the variables that contribute in increasing social media users’ intentions towards social commerce became crucial in this promising innovative market in Saudi context. Nevertheless, due to the lack of studies that clarify the mediating roles of trust, attitude, and satisfaction on the relationships between the Saudis’ social commerce intention and information support, emotional support, and perceived ease of use, perceived usefulness, perceived security, and perceived privacy; the Theory of Reasoned Action, Theory of Planned Behaviour and Technology Acceptance Model were used in the present study to develop a conceptual model with 25 hypotheses purposely to investigate these relationships. The study adopted a quantitative approach Data were collected through questionnaires from 538 students studying in five Saudi universities, SPSS version 23 was used in analysing the data and SEM-PLS technique was utilised to test the postulated hypotheses. Out of 25 hypotheses, the results showed that informational support, perceived ease of use and the perceived usefulness have insignificant impact or indirect relationship to trust, while emotional support, perceived security and privacy significantly impact the trust. In addition, trust has a significant effect on attitude and satisfaction. Satisfaction has a significant impact on attitude and social commerce intention and finally, attitude significantly influences social commerce intention. Consequently, the model proved a direct influence of emotional support, perceived security, and perceived privacy on trust which influence directly the satisfaction and attitude; both of these moderating variables have a positive impact on the social commerce intention. This study overture important insights to the social commerce retailers to build campaign strategies based on university students’ perceptions toward social commerce to maximize their intention and engagement in it. 2020 Thesis https://etd.uum.edu.my/8718/ https://etd.uum.edu.my/8718/1/Deposit%20Permission_Allow%20or%20Not%20Allow_s94028.pdf text eng staffonly https://etd.uum.edu.my/8718/2/s94028_01.pdf text eng public https://etd.uum.edu.my/8718/3/s94028_02.pdf text eng public https://etd.uum.edu.my/8718/4/s94028_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng eng
advisor	Abdul Mutalib, Ariffin Abdul Hamid, Norsiah
topic	LB2300 Higher Education
spellingShingle	LB2300 Higher Education Alshawawreh, Amro Marei Abidrabbu The development of social commerce intention model SNS among University students
description	The tendency toward using commerce transactions through social media platforms among Saudi youth made deep investigation of this phenomenon a necessity for many social media users, retailors and decision makers. Understanding the variables that contribute in increasing social media users’ intentions towards social commerce became crucial in this promising innovative market in Saudi context. Nevertheless, due to the lack of studies that clarify the mediating roles of trust, attitude, and satisfaction on the relationships between the Saudis’ social commerce intention and information support, emotional support, and perceived ease of use, perceived usefulness, perceived security, and perceived privacy; the Theory of Reasoned Action, Theory of Planned Behaviour and Technology Acceptance Model were used in the present study to develop a conceptual model with 25 hypotheses purposely to investigate these relationships. The study adopted a quantitative approach Data were collected through questionnaires from 538 students studying in five Saudi universities, SPSS version 23 was used in analysing the data and SEM-PLS technique was utilised to test the postulated hypotheses. Out of 25 hypotheses, the results showed that informational support, perceived ease of use and the perceived usefulness have insignificant impact or indirect relationship to trust, while emotional support, perceived security and privacy significantly impact the trust. In addition, trust has a significant effect on attitude and satisfaction. Satisfaction has a significant impact on attitude and social commerce intention and finally, attitude significantly influences social commerce intention. Consequently, the model proved a direct influence of emotional support, perceived security, and perceived privacy on trust which influence directly the satisfaction and attitude; both of these moderating variables have a positive impact on the social commerce intention. This study overture important insights to the social commerce retailers to build campaign strategies based on university students’ perceptions toward social commerce to maximize their intention and engagement in it.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Alshawawreh, Amro Marei Abidrabbu
author_facet	Alshawawreh, Amro Marei Abidrabbu
author_sort	Alshawawreh, Amro Marei Abidrabbu
title	The development of social commerce intention model SNS among University students
title_short	The development of social commerce intention model SNS among University students
title_full	The development of social commerce intention model SNS among University students
title_fullStr	The development of social commerce intention model SNS among University students
title_full_unstemmed	The development of social commerce intention model SNS among University students
title_sort	development of social commerce intention model sns among university students
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2020
url	https://etd.uum.edu.my/8718/1/Deposit%20Permission_Allow%20or%20Not%20Allow_s94028.pdf https://etd.uum.edu.my/8718/2/s94028_01.pdf https://etd.uum.edu.my/8718/3/s94028_02.pdf https://etd.uum.edu.my/8718/4/s94028_references.docx
_version_	1747828446717804544

The development of social commerce intention model SNS among University students

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