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Circulation in Computer Science, Vol.3, No.3, pp: (1-5), May 2018
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2. RELATED LITERATURE Table 1. Companies and brands most liked by millennials
on Facebook
2.1. Social Commerce
2013 2014 2016
Social commerce is the used of social media to extend e- Nike Bike Nike
commerce. The used of online media to buy and sell products Apple Apple Sephora
and services in the Internet. It encapsulates different Target Amazon Disney
technologies and aspects. Further, the principle of social
commerce involved return of investment, reputation and Starbucks Target Apple
reach. The categories to social commerce includes the social Forever 21 Dunkin’ Donuts/Forever 21 Buzzfeed/
network driven sales, peer to peer sales, group buying, peer Victoria’s Secret
recommendations, user-curated shopping, participatory
commerce and social shopping. Return of investment, reach Student in a University revealed that they feel the closeness,
and reputation is part of its advantage (Anderson, Sims, Price and familiarity among the social network friends. They trust
and Brusa, 2011). social network friends and they enjoy in involving social
commerce activities. They are committed to the social
Learning from forums, communities, ratings and reviews network community and they feel the social presence on
create a vital importance in social commerce. These aspects social network. They have the high level of purchase intention
could be the focus for more social commerce exposures and and of course they have already purchased products based on
techniques to have a larger volume of return of investments the information and recommendations available on social
(Che, Lu and Wang, 2017). In addition, elements of social network (Razi, Tamrin and Hussin, 2017).
commerce are reciprocity, community, social proof, authority, 2.3 Unified Theory of Acceptance and Use
liking, and scarcity.
of Technology (UTAUT)
2.2 Millennials on Social Commerce Research on individual acceptance and use of information
Millennials are people born in late 1980 to early 2000. They technology (IT) is one of the most established and mature
are now the driving force of social commerce. The 35 percent streams of information systems (IS) research (Venkatesh,
of millennials used the “buy” button on Facebook and 24 Davis, & Morris, 2007). There is also research on technology
percent on other social media platforms. It is Facebook as the adoption by groups and organizations (e.g., Sarker &
most popular of those platforms. Also, that 48 percent of them Valacich, 2010; Sarker, Valacich, & Sarker, 2005; Sia, Lee,
use smart phones and 21 percent use tablets to purchase Teo, & Wei, 2001; Sia, Teo, Tan, & Wei, 2004) that holds the
online. The most purchased online are products in hair, and premise that one must first use a technology before one can
beauty and apparel (Barnes and Lescault, 2018). achieve desired outcomes, such as improvement in employee
productivity and task/job performance in organizations.

Fig 2: The UTAUT model
Considering the historical development of this theories and
various researchers observation the most elaborated theory is
Unified Theory of Acceptance and Use of Technology which
outlines 4 key constructs (Venkatesh, Morris, Davis & Davis,
2003):
• Performance expectancy – the degree to which an individual
believes that using the system will help him or her to attain
gains in job performance
• Effort expectancy – the degree of ease associated with the
use of the system • Social influence – the degree to which an
individual perceives that important others believe he or she
should use the new system • Facilitating conditions – the
degree to which an individual believes that an organizational
Fig 1: Motivation for social media engagement
and technical infrastructure exists to support use of the
system.

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