an integrated model for e-commerce adoption at the customer level with the impact of social commerce

advancement in e-commerce technologies and emerge of web 2.0 applications developed e-commerce. nowadays, customers are entering new platform, where they are more active than before through participating in business process with the web 2.0 applications. by the impact of the new stream in e-commerce, social commerce, we propose and test an adoption model at the customer level. impact of social commerce in the e-commerce has been examined in this research to have a better understanding of consumers’ behavior. this research proposes an integrated model drawing on tam and scam. we collected the data through a survey and applied structural equation modeling (sem) approach with the aim of partial least square (pls) to analyze the data. according to the results social commerce components are impacting e-commerce adoption process. in the end conclusion, implications for e-commerce research, practical implications, implementation for is researchers, key results,limitation and future direction of this research discussed.