The Influence of Enjoyment Factor Toward the Acceptance of Social Commerce

Social commerce is a new extension of electronic commerce that involves using social media in the online shopping process. Although the adoption of social technologies was studied in several researches, it is still needed to investigate the specific characteristics of social commerce and the affecting factors on its acceptance. This article verifies the influence of the enjoyment factor on the adoption of social commerce through applying a questionnaire sample allocated to 282 Jordanian social media users from those who are interested in online shopping. The research model is developed to validate the impact of enjoyment, in addition to some other factors, on the behavioral intentions to adopt and use social commerce. The results show that the enjoyment is a key factor on accepting social commerce. The research model indicates that it is viable and has a good power in explaining the variance in the behavioral intentions to adopt and use social commerce.