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Lookup NU author(s): Dr Nick Hajli
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Interconnectivity and social relationships of customers on social platforms offered by Web 2.0 technologies drive value for business. Customers are using social technologies to share their information and gain access to others' information and advice, which helps them to know better the products and services or support businesses in innovation process. This research proposes a social commerce adoption model based on the relationships of customers on the internet and social platforms to investigate customer behaviour in New Product Development. The study gathers survey data and applies structural equation modelling to analyze the data. The result shows forums and communities and perceived usefulness (PU) positively affect users' trust, leading to more intention to buy among consumers. The discussions, implications, and conclusion are discussed at the end of the paper.
Author(s): Hajli MN
Publication type: Article
Publication status: Published
Journal: International Journal of Innovation Management
Year: 2014
Volume: 18
Issue: 4
Print publication date: 14/08/2014
ISSN (print): 1363-9196
ISSN (electronic): 1757-5877
Publisher: Imperial College Press
URL: http://dx.doi.org/10.1142/S1363919614500248
DOI: 10.1142/S1363919614500248
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