PREDICTING DETERMINANTS OF USE MOBILE COMMERCE THROUGH MODELLING NON-LINEAR RELATIONSHIPS

This study aims to predict and assess the antecedents of use social commerce using dual-stage structural equation modelling and artificial neural network analysis. This study sheds light on the role of perceived risks in developing the relationship of each of the social bonds and the social network on the convenience of adopting wearable payment. The interactive role of barriers of using the wearable payment for the relationship convenience of adopting wearable payment and intention to use social commerce was also explored. Finally, this study highlighted the effect of the mediating variable of the convenience of adopting wearable payment. The survey was adopted by surveying 334 people with an online shopping experience. The results confirmed the role of interactive variables, perceived risk, and barriers of using wearable payment in increasing intention to use social commerce. On the other hand, the convenience of wearable payment adoption has fully mediated the relationship between social bonds, social network theories and intention to use social commerce. Implications for Central European audience: The findings of this study contribute to providing academics and practitioners with a deep insight into the antecedents of social commerce to develop practices and policies that increase intentions to use social commerce.