Innovation and Evaluation of Technology Acceptance Model (Tam) in S-Commerce: A Case of Social Media Platforms in Ghana

Electronic commerce is quickly increasing in several countries, most notably developing countries. A new electronic-commerce segment known as social has evolved due to the popularity of media. Consumer trust important success and impacts purchase choices. In modern times, majority businesses have changed how from traditional migrated commerce. was first its sort, followed by commerce, which conducted business via networking platforms. Identifying factors that influence use enables enhance those features boost revenue. Thus, purpose this study examine increased technology usage influences activities Ghanaian businessmen women. review literature resulted development a conceptual model. Six hundred twenty-five responses enterprises women who e-commerce platforms were used assess approach. Partial Least Square Structural Equation Modeling (PLS SEM) validate The reliability validity measuring apparatus determined using measurement model analysis. To model’s fit assumptions, we structural Five hypotheses supported data. Effort Expectancy, Perceived Ease Use, Performance Utility, Trust shown be influential criteria affecting behavioral intention s-commerce Ghana. findings research major significance for academics practitioners trade.