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 using SmartPLS version 3.2.7.
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Venkatesh et al., (2003) aims to measure the adaptation of the individuals within a system or technology from the perspective of UTAUT in their studies. The study has concluded the fact that UTAUT explains the coverage of 70% of the behavioural intent.
Pappas et al., (2011) studies that effort expectancy, performance expectancy, trust and self-efficacy in consumer purchasing intentions; and concluded that high levels of these factors significantly influence the customer’s purchasing intentions.
Dharmawirya and Smith (2012) stated in their empirical work to investigate the key factors that make customers more willing to buy again through online shopping; that performance expectancy and facilitating conditions are the most important factors that will affect customer’s reclamation intention.
In their work to determine behavioural intent in using the UTAUT 2 model, Kıt et al., (2014) concluded that while performance expectancy, effort expectancy and habits influence behavioural intent to adopt mobile applications; price doesn’t affect mobile behaviour and behavioural intentions.
Persson and Berndtsson (2015), made research for the key factors for the adoption of online shopping for products through Swedish smart phones and found that social influence and consumer’s position have positive effects on behavioural intentions for shopping of the consumption goods.
Juaneda-Ayensa et al., (2016) aimed to identify the factors that affect the behaviour of multi-channel consumers with the intention to accept and use the new technologies in the shopping process by using the UTAUT 2 model in their studies. The study has been concluded that the main determinants of purchasing intention were personal innovation, effort expectancy and performance expectancy accordingly.
Miladiovic (2016), used the UTAUT 2 model for acceptance of fashion-based shopping practices and concluded that performance expectancy, habits, facilitating conditions, hedonic motivation affect the behavioural intentions of mobile shopping fashion applications of users. It has been found that effort expectancy, social influence, price and trust do not significantly affect the behavioural intention of using unusual fashion practices.