Management Information Systems Commons^™

Exploring Factors Affecting Social E-Commerce Service Adoption: The Case Of Facebook Gifts, Stanislav Mamonov, Raquel Benbunan-Fich

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. …