Abstract

Social networking website usage has been rapidly expanding ever since their introduction in the early 2000s. This strategy of social commerce is paying off with increased revenues for many businesses. Despite the growth of social commerce websites, some consumers are still reluctant to use social commerce websites. This research intends to examine the antecedents of social commerce adoption in Vietnam. Four hundred and forty-seven (447) Vietnamese social networking website users participated in this study. The findings uncover the antecedents which are significant in influencing Vietnamese consumers’ intention to engage in social commerce. The results have both practical and research implications on understanding social commerce adoption in emerging economies.

摘要

自 2000 年代初推出以来，社交网络网站的使用量一直在迅速扩大。这种社交商务战略正在为许多企业带来收入增长。尽管社交商务网站有所增长，但一些消费者仍然不愿意使用社交商务网站。本研究旨在研究越南采用社交商务的前因。四百四十七 (447) 名越南社交网站用户参与了这项研究。研究结果揭示了影响越南消费者参与社交商务意愿的重要因素。这些结果对于理解新兴经济体的社交商务采用具有实际和研究意义。