Social commerce (SC) became a major channel for conducting business as a result of the ban adopted by many countries because of Covid-19 era. The simplicity of the Unified Theory of Acceptance and use of Technology (UTAUT) and its extended version (UTAUT2) invites researchers to explore other options that can yield better explanation of the adoption of SC. This study extended the UTAUT2 with perceived value, trust and a SC related construct. In addition, the study re-structured the UTAUT2 to fit with SC environment. The study utilized 463 surveys distributed in Qatar, and analyzed the data using SEM. Results fully supported the proposed model, where trust, perceived value, facilitating conditions, and hedonic motivation significantly predicted behavioral intentions with an R2 value equal to 72%. The model supported the role of performance expectancy and SC constructs in predicting perceived value, and the role of effort expectancy and habit in predicting hedonic motivation.

Purpose -Social media remarkably changed the way of interaction between the consumers and organizations. The increased acceptance of social media has given rise to social commerce (s-commerce) and s-commerce usage is gradually increasing over the last few years. The progressive development of technologies suggests that s-commerce will become the mainstream for marketing and a literature survey indicates that there have not been many studies in this area. The purpose of this work is to predict the factors influencing consumer intention towards the adoption of s-commerce.Design/methodology/approach -This study uses a survey approach with reference to important behavioural factors such as satisfaction, ethics, trust, enjoyment/easines, social presure and awareness. The research model was developed to be in line with the available literature. The data was collected using a five-point Likert Scale and the research model was tested using least square regression. Findings -The results showed that user intention is significantly and positively related to perceived trust, enjoyment/easiness, social pressure, satisfaction and awareness. Also, 'intention' was found to be a significant mediating factor for actual usage.Research limitations/implications -First, the questionnaire was a "snap-shot" instead of longitudinal study. Second, future research should use other moderating variables that may affect the usage of social media. Also the study could apply a varient of research methods to include other techniques such as interviews, which allow for deeper understanding of the problem and issues.

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