Factors affecting social commerce acceptance in Lithuania

Abstract

The growing use of online social networks becomes more attractive for many companies as it presents opportunity to reach consumers. The possibility to access users’ data basing on their preferences and interest allow companies target their marketing actions to particular segments. Companies pay high attention to social commerce, which can be defines as “a subset of electronic commerce that involves using social media, online media that supports social interaction, and user contributions to assist in the online buying and selling of products and services” (Yahoo, 2005). Within this context paper seeks to address social commerce acceptance between users in Lithuania identifying various factors affecting attitudes towards this phenomena. The proposed theoretical model for social commerce acceptance is based on technology acceptance and technology resistance theories, SoLoMo theory, theory of technology acceptance identifying key factors affecting consumers’ attitude towards social commerce acceptance. The proposed model is validated empirically between Facebook users in Lithuania.