Abstract:

Nowadays, a considerable number of individuals take advantage of the social networking capabilities to purchase online. Therefore, social commerce has created prosperous prospects to both social networking sites (SNS) and involved firms. Academia and the industry eagerly try to understand and anticipate how social networking tools impact on individuals’ buying perceptions and future intentions. The aim of this paper is to investigate users’ reaction towards different parameters that influence their intention to purchase online through or via SNS. A set of new theoretical constructs are combined with existing ones in order to extend the Technology Acceptance Model as it was initially established by Davis. A proposed conceptual framework is presented and examined; including behavioral intention, perceived ease of use, perceived usefulness, enjoyment, anxiety, familiarity, reward and demographic characteristics variables.