Factors Influencing Beliefs Formation towards the Adoption of Social Commerce in SME Travel Agencies
Factors Influencing Beliefs Formation towards the Adoption of Social Commerce in SME Travel Agencies
Author(s): Mohammad Dalvi-Esfahani, Hamed Shahbazi, Sarminah Samad, Mehrbakhsh Nilashi, Abbas Mardani, Dalia StreimikieneSubject(s): Government/Political systems, Economic development, Tourism, ICT Information and Communications Technologies
Published by: Fundacja Centrum Badań Socjologicznych
Keywords: social commerce; distal-proximal; travel agency; small and medium-sized enterprises;
Summary/Abstract: The purpose of this study is to investigate the factors that influence beliefs formation towards the adoption of social commerce in SME travel agencies. Accordingly, a distal-proximal model is developed to study CEOs’ beliefs towards the usefulness of social commerce. Data were collected through a questionnaire survey of travel agencies’ CEOs in Isfahan, Iran. With 180 collected data from respondents, the Partial Least Squares-Structural Equation Modeling approach was taken to assess both measurement and structural models of the study. The results revealed that CEOs’ innovativeness and attitude towards IT as individual factors, and organizational resources as institutional factor were significantly explained beliefs formation of respondents towards the usefulness of social commerce. However, it was found that the influences of CEOs’ IT knowledge, subjective norms (professional peers, employees) and firm size on perceived usefulness were found insignificant. Implications of the study are further discussed.
Journal: Economics and Sociology
- Issue Year: 11/2018
- Issue No: 3
- Page Range: 207-225
- Page Count: 19
- Language: English