INVESTIGATING MOTIVATION FOR PARTICIPATION IN SOCIAL COMMERCE: S-O-R FRAMEWORK ANALYSIS

Anissa Hakim Purwantini (Universitas Muhammadiyah Magelang)

BAKI (Berkala Akuntansi dan Keuangan Indonesia)
Vol. 2 No. 2 (2017): Berkala Akuntansi dan Keuangan Indonesia

The success of social commerce depends on consumer participation. This study examines the motivation of consumer participation intentions in social commerce based on the S-O-R (Stimulus-Organism-Response) framework. Survey method with online questionnaire was used in collecting consumer data by purposive sampling. The results showed that technological features have a positive effect on social support and flow. Technological features have no proven effect on technology readiness. Social support has a strong effect on consumer participation. Meanwhile, flow has no effect on participation intentions. This study finds that perceived sociability has the greatest influence on social support, which in turn creates technology readiness and encourages consumer participation in social commerce.