Abstract

The development of social media has dramatically changed the intention to use of the consumer in e-commerce. Based on social network theory, trust transfer theory, and task–technology fit theory, this study proposed and validated a model of intention to use social commerce. Total 230 samples of data which are collected from respondents who have used or intend to use social commerce in Vietnam. The results of structural equation modeling illustrated that three second–order components from six first–order elements in pairs, such as website quality (ease of navigation and quality of service), trust (trust towards members and trust towards community), and social support (information support and community commitment) have structural relationships with intention to use social commerce. The research model explains roughly 83% the intention to use social commerce in Vietnam.