Determinants Influencing Intention to Use Social Commerce for Shopping in developing countries: A Case Study of Oman

Abstract: Social media has had a significant impact on our individual lives, including our behavior regarding the purchasing of daily products. This study investigates the factors influencing Omani nationals' intentions to obtain products via social commerce. The researcher surveyed 202 participants and utilized the Technology Acceptance Model to develop the theoretical framework. The data collection was analyzed statistically using an appropriate testing mechanism. Statistical methods, including Cronbach's alpha and multiple linear regression, were utilized for reliability and hypotheses testing. After analyzing the collected data and testing the hypotheses, the findings indicated that perceived usefulness, enjoyment, and ease of use of social commerce affect positively on Omani nationals' intentions to utilize social commerce for shopping. The independent variables had a statistically significant impact on the intention to use social commerce shopping for products; these explain 69.9% of the variation on customers intention to utilize social commerce for shopping.