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jeasiq-20
/ E-Readiness, UTAUT Model, Social Commerce
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Abstract

Objective / Purpose: Online social relationships through the emergence of Web 2.0 applications have become a new trend for researchers to study the behavior of consumers to shop online, as well as social networking sites are technologies that opened up opportunities for new business models. Therefore, a new trend has emerged, called social trade technology. In order to understand the behavioral intentions of the beneficiaries to adopt the technology of social trade, the current research aims at developing an electronic readiness framework and UTAUT model to understand the beneficiary's adoption of social trade technology.

Design/ methodology/ Approach: To achieve the objectives of the research, a special questionnaire was constructed for this purpose and then distributed to a sample of students (as consumers) of some faculties of the University of Mosul. The sample included (111) respondents.

Findings and proposals: The results of this study showed evidence of the critical role of electronic readiness and the UTAUT model in the adoption of social trade technology. It was suggested that the need to spread and provide the means and methods of modern technology on a continuous basis at the level of both organizations and individuals (consumers) that it helps to facilitate the work and raise the level of performance on the one hand, and develop the capabilities of individuals and provide them with new knowledge on the other hand.

Originality/ value: The present research provides the basis for objective behavioral practices, by highlighting the key role of ICT in the behavior of individuals (consumers and customers) on the Internet as an evolution of electronic commerce.

The Search Type: Descriptive Search.

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Publication Date
Sun Dec 10 2017
Journal Name
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Publication Date
Wed Oct 01 2008
Journal Name
Journal Of Educational And Psychological Researches
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Publication Date
Fri Oct 26 2018
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Al–bahith Al–a'alami
University youth attitudes towards mobile phone Companies advertisements in Social networking sites): :(Facebook as sample
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Journal Of Accounting And Financial Studies ( Jafs )
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Publication Date
Wed Jan 30 2019
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Journal Of Accounting And Financial Studies ( Jafs )
The Effect of The Tax Core Competencies in The Tax Settlement: An Empirical Study of The General Commission for Taxes
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Publication Date
Sat Feb 01 2020
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Journal Of Economics And Administrative Sciences
The Relationship between the Strategies of E-marketing mix and Marketing Effectiveness of the Palestinian Small Business Industrial Organizations in the City of Hebron
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Publication Date
Wed Jun 30 2021
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College Of Islamic Sciences
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Publication Date
Fri Oct 19 2018
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The impact of social capital in enhancing the psychological empowerment of workers Applied research in the Directorate of the Municipality of Samawah
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