| Summary: | 碩士 === 國立高雄科技大學 === 國際管理碩士學位學程 === 107 === Nowadays, the free movement of social commerce in social networking sites (SNS) are growing. However, the determining factor which influenced the intention to use SNS as a shopping channel needs to be studied further. Therefore, a study of the customer intention to use SNS as a shopping tool was carried out by integrating technology acceptance factors and social influencing factors. By combining that two approaches, a new research model was developed with trust that influences the technology acceptance approach (perceived usefulness, perceived ease of use and perceived enjoyment) and herd behavior (imitating others and discounting own information) to the intention to use SNS as a shopping channel. This research was conducted using a quantitative approach. Data gathering was performed by distributing an online survey to 231 people in Indonesia. The data was analyzed using Structural Equation Modelling (SEM), supported with Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) in the preliminary test. Trust has a significant positive relationship with perceived usefulness, perceived ease of use, perceived enjoyment, and imitating others and that variables have a significant relationship with the intention to use SNS as a shopping channel. However, discounting own information does not have any significant relationship. Mediating test conducted as the complementary test, then the result is perceived usefulness and imitating others partially mediated the relationships between trusts to intention to use SNS as a shopping channel.
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