FACTORS INFLUENCING CONSUMER INTENTION TO BUY THROUGH SOCIAL COMMERCE IN QATAR

Abstract

Social commerce is a new concept in the field of information technology. This study aims to investigate the factors that influence the consumers’ intention to buy through social commerce in Qatar context. The current study is based on the model of the extended unified theory of acceptance and use of technology (UTAUT2) with modification to the price value variable to be perceived value (PV). Also, there are two more additions to the original model which are the social commerce constructs (SCC) and Trust (TR) based on the distinctive cultural characteristics of Qatar like individualism/collectivism and uncertainty avoidance. The results indicate that the perceived value followed by the trust were the most influential factors that affect the consumers’ intention to buy through social commerce in Qatar while performance expectancy was not found significant at all. Managerial implications were presented, and study limitations were furnished with suggestions for future works.