The aim of this research is to contribute to the field of study which explores the consumer
behaviour model in social commerce, introducing the social commerce concept as a new
commercial formula.
To study the acceptance and use of social commerce by consumers, we have proposed the
Social Commerce Acceptance Model which brings together several models of technology
acceptance, including the Technology Acceptance Model (TAM), its successor Technology
Acceptance Model 2 (TAM2) and The Unified Theory of Acceptance and Use of Technology
(UTAUT), and the inclusion of hedonic and utilitarian values which will help us identify the
key variables influencing the intention to use social commerce.
To carry out this research, we distributed a survey answered by 486 individuals. The results
obtained confirm satisfactory results on the relationships proposed, highlighting the influence of
hedonic and utilitarian values on attitude and perceived usefulnes
