Page 20 - Faculty Researches

Circulation in Computer Science
Vol.3, No.3, pp: (1-5), May 2018
https://doi.org/10.22632/ccs-2018-252-80

Social Commerce Acceptance of Students in a

State University in the Philippines: A Unified View

Khenilyn P. Lewis Paquito G. Fernando Jr. Dennis B. Gonzales, PhD
Cavite State University John Paul College AMA University
Trece Martires City, Cavite Roxas, Oriental Mindoro School of Graduate Studies
Philippines 4109 Quezon City, Philippines

Manuel Luis C. Delos
Santos
Asian Institute of Computer
Studies
AICS Building, Commonwealth
Avenue, Don Antonio Heights,
Holy Spirit, Quezon City,
Philippines

ABSTRACT connected in the network. Also, that users do not need to pay
for advertisement or create their own website to promote
One of the increasing concept nowadays in ecommerce is
social commerce. Social commerce is the buying and selling which in other way expensive. The idea is to use portable
of goods and services through the use of social networking devices such as mobile phones, tablets and the like. The most
sites. In addition, social commerce primarily affects the common device that being used are the mobile phones. In the
millennials composed mostly of college students. This study Philippines with more than millions of users, this kind of
technology is very efficient. Another advantage is location
was conducted to determine the characteristics of students in
terms of age and sex and their relationship to the factors wise, users do not need to travel or spend time. They can
affecting the acceptance of social commerce. The factors were advertise, promote, buy and sell even if they are just at home.
In terms of payment, most people consider the used of
based on the User Acceptance of Technology: Towards
Unified View. Facebook was considered as the platform of Internet.
social commerce in this study. The questionnaire was Further, as Internet users, students have the most numbers in
answered by 100 respondents composed of Bachelor of terms of social media usage. In this era, they are called the
Science in Information Technology and Bachelor of Science Millennials. They are individuals who are born between late
in Business Management. Descriptive statistics was used such 1980 to early 2000. They have the most hours of surfing the
as frequency count, percentage and mean to determine the Internet and viewing website pages. They have the network of
characteristics of the participants and factors affecting social extending their reviews and feedbacks in any issues,
commerce acceptance. Pearson correlation was used to find specifically in promotions and advertisement.
the relationship between the characteristics and factors
affecting social commerce acceptance of students in a State On the other hand, it is imperative that social commerce and
University. user’s acceptance be measured through the unified theory of
acceptance and use of technology (UTAUT). It is an
Keywords acceptance technology model that explains the user’s behavior
Social Commerce, State University, Unified View and intentions in information technology. In this case, social
commerce acceptance could be determined using the unified
view with four key constructs namely performance
1. INTRODUCTION
expectancy, effort expectancy, social influence and facilitating
The increase numbers of internet users nowadays created new
conditions.
avenue for e-commerce. E-commerce is the buying and
selling of goods and services over the net. One new way of The study was conducted to determine the factors affecting
extending e-commerce to the users is the used of social media, social commerce acceptance of the students in a state
most popular is the Facebook. The used of social media university in the Philippines using the unified view.
platforms provides the most sales in the net. Sales that takes Specifically, this study aimed to: (1) identify the
place and established in social media belongs to social characteristics of students in a state university; (2) determine
network-driven sales. the factors affecting social commerce acceptance; and (3)
determine the relationship between the characteristics of
Social commerce became widespread because the platform students to the factors affecting social commerce acceptance.
that being utilized is just near in fingertips. Most common
activities that being done on these are watching videos,
viewing contents, research, messaging and e-commerce. It is
accessible in the sense that, anytime, anyone could provide
and gather data through social media platforms as long as

Copyright © 2018 Khenilyn P. Lewis et al. This is an open-access article
distributed under the terms of the Creative Commons Attribution License 4.0,
which permits unrestricted use, distribution, and reproduction in any medium,
provided the original author and source are credited.