Social commerce and the mobile platform: Payment and security perceptions of potential users

With an estimated 2.46 billion social media users globally, the commercial potential for social commerce is clear. Fundamental aspects of social commerce include making and receiving payments with users feeling secure when doing so, and ensuring the site is enjoyable and easy to use. As social commerce migrates to the mobile platform, perceptions of these elements within a mobile context have become of paramount importance. Correspondingly, this study extends existing knowledge by employing a context theory contextualization approach to develop two research models to investigate user perceptions of payments, security (in terms of risk and trust), and ease of use within a mobile context. Empirical data were analyzed using variance-based structural equation modeling, including multi-group analysis to explore possible differences based on gender, age, and method used to pay for mobile services. Results reveal that perceived innovativeness is a key success factor, followed by perceived usefulness, and convenience. Perception of a secure environment is only of partial influence. No differences were found based upon gender as a moderator, whereas age and method used to pay for mobile services both revealed differences in results. Theoretical and practical contributions are presented, along with acknowledged limitations and suggestions for further work. •Examines opinions of key aspects of mobile social commerce among potential-users.•Employs a context theory contextualization approach to research model development.•Results suggest perceptions of security less important than innovativeness of user.•Multi-group and slope analysis used to augment investigation approach.•Differences in results apparent according to category of participant.