THE S-COMMERCE USAGE AND ACCEPTANCE MODELLING IN MALAYSIA

The evolution of technology acceptance theories and models have started since the beginning of the 20th century and it is still evolving. This evolution is happened in different theoretical perspectives, such as: cognitive, affective, motivational, and behavioral intentions and reactions for individuals. Nowadays, understanding the reason of accepting or rejecting any new technology by users has become one of the most important areas in the IT field. The social media applications are benefited and enhanced the E-Commerce, Electronic Marketing (E-Marketing), and Electronic Shopping (E-Shopping) usage behaviors to get any information of any offered commodity in the easiest, fastest, and most familiar way, that will increase the retail profit as well. Social Commerce (S-Commerce) has become one of the most important fields and one of the fastest growing areas of the high technology sector development, especially in the trading and commercial environments. In this scope, it is presenting here the theories and models which were developed to study the acceptance by users and their adoption for new technology. this study adheres to the methodology of quantitative research, which offers a numerical measurement and analysis of the factors that determine adoption for samples 30 as a pilot study in Malaysia as a limit of this research specifically among 2 Malaysian Universities, that will lead to distribute the updated survey around 484 samples later. That results a high ratio of questionnaire validity and the effectiveness of the research hypothesis also found that the new model identifies the factors affecting S-Commerce usage behavior and continued usage intention, find the relationship between education and S-Commerce usage behavior and found such relationship between age and S- Commerce usage behavior.