ABSTRACT

Social media has become an integral part of consumers’ daily lives. Individuals connect with one another on social networking sites to like, share, and post information and experiences. As social media become popular among millennials, a growing number of fashion retailers use social media networks in the context of online commerce transactions. Accordingly, an increased number of fashion retailers has been using social media as an advertising tool and a retail channel. Despite the popularity of social media among millennials, empirical findings are limited to reveal factors associated with young consumers’ intentions to use social commerce in fashion shopping. This study sought to examine factors affecting millennials’ intentions to use social commerce in fashion shopping by adopting the technology acceptance model. A total of 524 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials’ attitudes and intentions toward fashion shopping in social commerce. While both perceived ease of use and usefulness positively influenced enjoyment, usefulness had a stronger impact than ease of use. Compared to usefulness, enjoyment had much stronger impact on attitudes. Further structural model analysis revealed a direct, positive influence of perceived usefulness of social commerce on perceived enjoyment of social commerce, which has not been explored in prior studies. These findings provide theoretical and managerial implications.

KEYWORD

social commerce, ease of use, usefulness, enjoyment, intentions

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