Social Commerce Acceptance after Post COVID-19 Pandemic in Saudi Women Customers: A Multi-Group Analysis of Customer Age

The COVID-19 pandemic has formed a new reality for customers around the world. In response to this situation, users of digital technologies are facing the necessity to adopt and use specific technologies almost overnight. This research aims to examine the determinants of social (s)-commerce acceptance in Saudi female customers in a post-pandemic era. Utilizing the unified theory of acceptance and use of technology (UTUAT2) and social commerce constructs as a theoretical framework under the circumstances of the COVID-19 pandemic, we examine the antecedents of purchase intention and s-commerce use behavior of Saudi female customers. Moreover, using individual differences in the literature, we test the moderating role of customer age on their purchase intention and use behavior. Data were obtained from 475 Saudi women customers. Our results indicate that performance expectancy, facilitating conditions, price value, and habit are significantly predicting customer purchase intention. Furthermore, social commerce constructs are important to improve customer trust, which in turn influences purchase intention. The results also show that the effects of facilitating conditions, price value, and habit vary on purchase intention and use behavior because of the customer age profiles. Finally, this paper represents important insights for researchers, service providers, marketers, and policymakers.