Adopting Social Banking: A Socio-Technical Innovation of Service-Oriented Social Commerce

This study develops a research model to explain the acceptance of social banking. In order to find the antecedents of social banking intention, a meta-combination has been used. The results of a systematic review of the last decade of social commerce acceptance studies and the use of fuzzy Delphi and fuzzy DEMATEL methods led to the development of the model. The obtained model was investigated by the partial least squares method in the statistical community of banking customers. Then, by analyzing intermediate variables, the final results were obtained. Based on the obtained model, three types of effects were investigated: direct effects with the presence of the mediating factor or factors, direct effects by removing the mediating factor or factors, and indirect effect by considering the mediating factor or factors. The results show that except for privacy considerations, other factors including trust, attitude, social support, social commerce constructs, word of mouth, social influence, customer social responsibility and perceived usefulness have a direct and indirect effect on social banking intention. The privacy consideration factor has only indirect effect on social banking intention through the full mediation of the trust factor. Except for the effect of factors on the intention of social banking, based on the model obtained from meta-combination, the effect of factors on each other was also investigated and some were confirmed. This research introduces a socio-technical innovation by combining the application of social banking with a social commerce platform and presents a comprehensive model of the willingness to accept this innovation.