To give or not to give? An exploratory study of user beliefs influencing adoption of facebook gifts

Stanislav Mamonov, Raquel Benbunan-Fich

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Social commerce is a growing trend in practice and an important area of research, yet there have been few studies exploring social commerce in the context of social networking sites. This study begins to address this gap in research by identifying salient user beliefs influencing the intention to use a gift-giving service on a social networking site. The recently launched Facebook Gifts service provides a real-world context for the study. We explore the factorial structure of salient user beliefs and examine the relationships between the beliefs and the intention to use Facebook Gifts within a broader nomological network. The implications of our findings for research and practice are discussed.

Original languageEnglish
Title of host publicationProceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015
EditorsRalph H. Sprague, Tung X. Bui
PublisherIEEE Computer Society
Pages2063-2072
Number of pages10
ISBN (Electronic)9781479973675
DOIs
Publication statusPublished - 26 Mar 2015
Event48th Annual Hawaii International Conference on System Sciences, HICSS 2015 - Kauai, United States
Duration: 5 Jan 20158 Jan 2015

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2015-March
ISSN (Print)1530-1605

Other

Other48th Annual Hawaii International Conference on System Sciences, HICSS 2015
CountryUnited States
CityKauai
Period5/01/158/01/15

Keywords

  • Gifts
  • Social commerce
  • Social network sites

Cite this

Mamonov, S., & Benbunan-Fich, R. (2015). To give or not to give? An exploratory study of user beliefs influencing adoption of facebook gifts. In R. H. Sprague, & T. X. Bui (Eds.), Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015 (pp. 2063-2072). [7070058] (Proceedings of the Annual Hawaii International Conference on System Sciences; Vol. 2015-March). IEEE Computer Society. https://doi.org/10.1109/HICSS.2015.246