Social Commerce Adoption Model Based on Usability, Perceived Risks, and Institutional-Based Trust

Insta-shopping (type of Social commerce (scommerce)) has emerged as a new shopping model whereby people engage in purchasing activities via social media platforms. In this study, we evaluate the factors influencing consumer shopping intentions by building a novel hierarchical adoption model that combines users\u27 perceived risks with institutionalbased trust, usability factors, social influence, and other relevant factors.Aftersurveying267s-commerceusers,weusedstructural equation modelling and confirmatory factor analysis with AMOS 25 to verify the model statistically. All paths were found to be statistically significant, and perceived risks were found to be influenced by institutional-based trust and usability. Social influence, perceived page quality, and hedonic motivation influenced institutional-based trust, while habits and price value impacted behavioral intentions. This study contributes a genuine model and causal relationships to the theoretical basis of the Instashopping literature and the Middle Eastern and Gulf context. It indicates how practitioners, including shoppers and merchants, could have a better shopping experience and outcomes. We also discuss the limitations of this study and future research directions