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  • br Conceptual model building The conceptual model for this s

    2018-11-15


    Conceptual model building The conceptual model for this study is built on the theoretical grounding of Social Network theory, Trust Transfer theory, and Task-Technology Fit theory. Extensive review of the literature resulted in the identification of six constructs i.e. informational support, Fmoc-O-Phospho-Tyr-OH manufacturer commitment, trust towards members, trust towards community, ease of navigation, and website service quality that influences an individual׳s intention to use social commerce website. These six constructs were further grouped into three broad categories namely, social factors, trust and quality of a social commerce website created based on Social Support theory, Trust Transfer theory, Task-Technology Fit theory. Social Network Theory forms the basis of studying the exchange of resources between actors and its impact on their beliefs or behaviour. The actors may be individuals, groups, organizations, or societies (Katz, Lazer, Arrow, & Contractor, 2004; Wasserman & Faust, 1994). These resources can be tangible as well as intangible. In case of online environment intangible resources such as information, social support, or influence play a critical role where each relationship among actors refers to a particular type of resource exchange. Analysis of the patterns of relationships and type of information exchange occurring in an online social network may help in understanding their attitude towards certain events or issues. In case of social commerce websites, it can help in understanding an individual׳s behaviour regarding sharing information resource with fellow members and its impact on their usage of a website. Thus, Social Network theory is used as a foundation to group two constructs, i.e. informational support and community commitment to understand the impact of social factors in influencing an individual to use social commerce websites. Trust Transfer theory suggests that an individual׳s perceptions regarding an object is influenced either from the insights of other reference objects that are associated with the target object or from diverse sources (Stewart & Zhang, 2003; Ogbanufe & Kim,2015). According to Stewart (2003) trust transfer can be defined as “when a person (the trustor) bases initial trust in an entity (a person, group, or organization referred to as the target) on trust in some other related entity, or on [sic] a context other than the one in which the target is encountered (e.g. a different place)” (p. 111). Trust among two parties can build up directly or indirectly i.e. either by evaluating an individual׳s past experiences or by relying on the recommendation provided by an individual (Abdul-Rahman & Hailes, 2000). Based on Trust Transfer theory in this study two constructs i.e. trust towards members and trust towards community were grouped under trust category to understand the impact of trust on an individual׳s intention to use social commerce website. Task-Technology Fit theory explores the “degree to which a technology assists an individual in performing his or her portfolio of tasks” (Goodhue & Thompson, 1995, p. 216). It can be measured using factors such as: quality, locatability, authorization, compatibility, ease of use/training, production timeliness, systems reliability, and relationship with users (Goodhue & Thompson, 1995). Number of studies have been conducted to understand the connection between task and technology fit and have found significant relationship between them in continued use of technology by individuals (Fuller & Dennis, 2009; Goodhue & Thompson, 1995). In case of websites the quality is determined by both system functions as well as service. On one hand, easy navigation or use of website helps users in performing their task easily and in less time. On the other hand, good service quality of the website can always lead to the satisfaction and ensures the continued use by an individual (Chiu, Chiu, & Chang, 2007; DeLone & McLean, 2003; Liang, Ho, Li, & Turban, 2011). Task-Technology Fit theory forms the basis of third category i.e. Website quality. In this study, the quality of social commerce website is represented by two constructs ease of navigation and service quality.