The Understanding of Social Networking Site Adoption as S- commerce Platform

The popularity of social networking sites’ (SNSs) services is changing the landscape of ecommerce. SNSs are providing consumers and businesses the platform to engage in social commerce (s-commerce). The use of SNSs to conduct s-commerce activities is utilising the advantages of the synergetic experience and motivation to buy in crowds. Through SNSs, businesses are able to reach more consumers at lower advertising and marketing cost. This is due to the fact that the products or services are marketed by consumer to consumers. Despite the growing advantages associated with SNSs as scommerce platform, very little is known about issues related to SNSs adoption as s-commerce platforms. The main objective of this research in progress paper is to introduce a conceptualized research model that can be used to examine the adoption of SNSs as s-commerce platform. This paper also discusses the methodology adopted in this study.