Technology Acceptance Model and Stimulus-Organism Response for the Use Intention of Consumers in Social Commerce

This article examined two aspects of user decision making for social commerce and suggested technology acceptance model as cognitive process and stimulus-organism response as affective process to explain the people's behaviors. Research methodology is a survey for undergraduate students, which was conducted in December 2013 on a popular social commerce site (www.ticketmonster.co.kr). In the results, first, usefulness and ease of use are shown to increase user intention of social commerce. Second, joy and pride increase user intention of social commerce, while fear decreases it.