INVESTIGATING MOTIVATION FOR PARTICIPATION IN SOCIAL COMMERCE: S-O-R FRAMEWORK ANALYSIS

customer participation intention social commerce technology readiness

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September 30, 2017

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The success of social commerce depends on consumer participation. This study examines the motivation of consumer participation intentions in social commerce based on the S-O-R (Stimulus-Organism-Response) framework. Survey method with online questionnaire was used in collecting consumer data by purposive sampling. The results showed that technological features have a positive effect on social support and flow. Technological features have no proven effect on technology readiness. Social support has a strong effect on consumer participation. Meanwhile, flow has no effect on participation intentions. This study finds that perceived sociability has the greatest influence on social support, which in turn creates technology readiness and encourages consumer participation in social commerce.