The influencing factors for purchasing intentions in social media by utaut perspective
The purpose of this chapter is to predict the factors influencing consumer intention towards
the adoption of social commerce. This study uses a survey approach with reference to
important behavioural factors such as performance expectation, social influence, price
value, habits, and perceived usefulness. The results of the study revealed that habits and
social influence has an important role of individuals' behavioral intention to use social
commerce. A survey was administered and a sample of 250 individuals were analyzed …
the adoption of social commerce. This study uses a survey approach with reference to
important behavioural factors such as performance expectation, social influence, price
value, habits, and perceived usefulness. The results of the study revealed that habits and
social influence has an important role of individuals' behavioral intention to use social
commerce. A survey was administered and a sample of 250 individuals were analyzed …
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