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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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Sun Feb 03 2019
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Thu Dec 26 2019
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Publication Date
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Publication Date
Wed Dec 11 2019
Journal Name
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Publication Date
Sun Jan 01 2012
Journal Name
Journal Of Educational And Psychological Researches
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Publication Date
Sun Jul 17 2022
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Publication Date
Sat Dec 01 2012
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The Effect of Emotional Intelligence competences and Transformational Leadership on Organizational Performance An Investigation Study at Al-Rafidain Bank
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The health and social repercussions of the epidemic crisis (Covid-19) on women (An exploratory study for some private universities - Baghdad / Karkh)
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Publication Date
Mon Oct 01 2018
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