| In m-commerce social presence provides an opportunity for consumers to access sellers,share their opinions,and make precise shopping decisions.This develops a more reliable and sociable online business environment.From the m-commerce perspective,a key objective of businesses is to motivate consumers to make decisions through social presence on m-commerce platforms.Such decisions assist organisations in locating valuable business ventures.Therefore,this dissertation focuses on consumers' adoption intentions in m-commerce environments,particularly how m-commerce can shape consumers' adoption intentions.This issue will have great significance for deeply understanding the consumers' adoption intentions process in m-commerce environments.This dissertation highlights the role of social presence and consumers' trust in sellers on m-commerce constructs,awareness and moderating effects as an essential aspect to explain consumers' adoption intentions in m-commerce.Drawing upon UTAUT2 theory,with the literature review on consumers' shopping intentions in m-commerce environments,this dissertation in-depth discusses the research questions through the study.First,based on UTAUT2 theory,this study underlines the viewpoint of social presence,which plays a significant role in developing consumers trust in online merchants.Further,the influence of consumers' trust in online sellers is examined on shopping adoption intentions.Moreover,the role of social presence as a moderator in the model to explain consumers' online adoption intentions in Bangladesh context,where lack of trust on comments from other consumers being considered the growing concern towards the success of m-commerce.The data was collected through self-administered questionnaires in different cities of Bangladesh,e.g.,Dhaka,Chumillah,Chylet,Chittagong,Ragsahi,Bogra,Khulna,Barisal,Nowakhali,Rangpur,etc.through Wechat,Facebook,IMO,Whatsapp and others(as these are the popular social commerce platforms in Bangladesh).The survey was managed with the help of research students who had the experience of data collection.The main target population included those who were close to shopping malls and universities.Respondents were first asked if they had shopping experience of m-commerce(e.g.,peer-to-peer,group buying,and peer recommendations).The data was analyzed through Partial Least SquaresStructural Equation Modeling(PLS-SEM).This dissertation mainly concludes the empirical analysis.Firstly,this reveals the validity of all four determinants of the model except Effort expectancy.Further,the statistical results of the structural model confirm the positive effect of consumers' trust in online merchants on consumers' adoption intentions.Moreover,the results show that Effort expectancy has positive effect but not strong enough to support the model.The effect of consumers' trust in m-commerce support the m-commerce adoption intention.Secondly,the results of this study confirm that social commerce enhance consumers' perception of social influence and trust.Further,social presence had a moderating influence on the relationship between social influence on consumers' m-commerce adoption intentions.In addition,the results that social presence significantly affects the formation of consumers' trust in m-commerce.This dissertation contributes theoretically by the following aspects.Firstly,by integrating social presence and it's moderating effects,expands the existing adoption literature boundaries by providing a new theoretical base for predicting consumers' adoption intention in m-commerce.That will open a new window for scholars to examine the consumers' behavioral intentions in the context of m-commerce.Secondly,conformity as a moderator strengthens the influence of social presence on consumers' adoption intentions in m-commerce.From a practical viewpoint,this study provides useful insights for the sellers and marketers to understand social features that shape the consumers' adoption intentions in m-commerce environments. |
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