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


INTRODUCTION
At the time being, it is clearly perceived the rapid changes and developments in technology. So, many people name this generation as the speed generation. In these days, nobody denies the high prevalence of the use of smart devices. For example, smart phones have become an integral part of the lives of many people with all its creative facilities. The increasing number of people who own smart devices leads to increasing in the growth of social networks over the world. The variation in people interests and their ways to use the technology explains the current massive diversity of services, applications, and social networks as well.
In this context, Electronic Commerce (E-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 (Mahajan & Agarwal, 2015). It is the newest way for companies and individuals to make profit and meet their requirements. These requirements are met by E-Commerce.
Due to advancement of technologies in Malaysia, organizations have utilized the internet to manage the information and conform E-Commerce into their business processes.
Herein, the social media tools 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 (Foltz, Newkirk, & Schwager, 2016). Apart from that, Social Commerce (S-Commerce) is: "a term that often used to describe new online retail models, or marketing strategies that incorporate established social networks and/or peer-to-peer communication to drive sales". Also S-Commerce as: "a technologyenabled shopping experience where online consumer interactions while shopping provide the main mechanism for conducting social shopping activities" (Yeng et al., 2015).

BACKGROUND AND LITERATURE REVIEW
Social commerce, which is known as social business, is considered as a subset of electronic commerce.
It refers to electronic commerce transaction that are delivered thru social media. In another word, social commerce made from integration of electronic commerce, electronic marketing using Web 2.0, social media and supporting technologies. Social commerce is the evolution of the social Web and social media. Customer service areas, online sales transactions, marketing communications, and user-generated content networks are determined as the major useful activities of social commerce.
Furthermore, activities relevant to recruiting, collaborations, and problem solving are other important activities of social commerce. Another benefit of social commerce is to make the organizations closer to their markets for collaboration by using social networks. This kind of collaborations give rise to product innovation as well as greater customer value (Sharma & Crossler, 2014).
Social commerce has significant monetary and strategic benefits for industries and organizations. Social commerce has benefits for three parties including customers, enterprises, and retailors. Customer can get recommendation easily for a particular product using product reviews, group discussion, etc. In addition, their purchase can be matched with specific needs which increases satisfaction and reduce selection decision time. Social commerce is easy for customer to use and it fits the mobile device lifestyle. It encourages customers to help other customers and finally their trust will be increased. One of the benefit of social commerce for retailors is providing feedback by customers on market communication strategies and the product itself. The website traffic will be increased by using social commerce and therefore the sales and revenue will be more. In addition, the vendors can get free word-of-mouth marketing.
Enterprises can conduct faster requirement using social commerce and foster their relationship with partners locally and internationally (Turban, Strauss, & Lai, 2016).
Briefly put, this study investigates Unified Theory Acceptances and Use Technology UTAUT and UTAUT2 theory within an unstable environment by looking at the joint impact of multiple variables in explaining Social Commerce usage behavior. To look at it in further detail, the effects of many commerce Usage Behavioural (UB) and continued usage intention of (CUI) were examined in an unstable environment to test UTAUT's general applicability. Also, two external factors namely Trust factor (TF), and cultures (C) were also measured (Nur Adlia, 2015).
This review shows the UTAUT and UTAUT2 model as a powerful and flexible to enable studying the adoption of any new technology. This research work is identified as being of importance to researchers in technology acceptance field in providing them with the necessary background for their studies. And as a result, this review points out to the road which leads to this research for the purpose of extending the model depending on its tested technology and the proposed research sample. The following Figure 1 depicts the illustration of UTAUT. As the focus of this study is on S-Commerce usage behavior, UTAUT is used to form a research framework; however, UTAUT did not include costumer-related construct. Therefore, as customer-related constructs are important for S-Commerce, UTAUT2 is considered in this study. UTAUT2 is an adapted model, which added three customer-related constructs into UTAUT, including (1) Hedonic Motivation (HM),

RESEARCH METHODS
For the achievement of the objectives of the research, this study adheres to the methodology of quantitative research, which offers a numerical measurement and analysis of the factors that determine adoption. Further, this study according to pilot study concept for 30 samples. but survey questionnaires will be distributed to 484 respondents, and these will be used in the results aggregation. The investigation has the aim to identify whether or not the independent variables and control variables significantly impacted the utilization of S-Commerce services.

PROPOSED MODEL AND HYPOTHESIS DEVELOPMENT
This study has the intention to examine the aspect of acceptance of S-Commerce services by looking into the citizen's intention to use besides the Continued Usage Intention of S-Commerce services. This notion is selected because this study seeks to scrutinize the acceptance as well as its level, and to achieve this, both data of Continued Usage Intention and Use Behavior will be assessed. Another reason for using these data is that, the data of Continued Usage Intention gives good indication of use continuation in the future, and this is crucial when concerning S-Commerce. Online service utilization implies continuance in service adoption and for this reason, this study uses the construct of intention to use in addition to that of behaviour usage for gauging citizens' acceptance of S-Commerce.
The Age is also considered as another moderator between independent variables and use behaviour in this study. Another framework is proposed to show this moderating effect which is illustrated in Figure 3.
Eight hypotheses are also proposed to test age as the moderator in this framework.  and methodologies. This will encompass the descriptions of the research design, population, sampling methods and sample size, research instrument, pilot test, final instrument, data collection procedure as well as the technique of data analysis.
Convergent validity is the degree to which the perceived variables of certain construct demonstrates a high percentage of the variance in common. As added by the authors, the constructs' convergent validity is assessed using factor loadings, Average Variance Extracted (AVE), as well as Construct Reliability (CR) estimation. In particular, the authors proposed the value of 0.7 or greater as the best estimate of standardized loading whereas for the estimation of AVE, the obtained value should be more than 0.5.
With respect to reliability estimate, the obtained value should be more than 0.7. If all the proposed values are met, convergent validity is met. Accordingly, to measure the convergent validity, the least possible cut-off criteria employed in this study are: loadings >0.7, AVE >0.5, and reliability >0.7.
Discriminant validity is viewed as the degree to which a latent construct is totally different when compared with other latent constructs. The assessment of discriminant validity a method which entails the comparison of the extracted average variance of each construct with the respective Squared Inter Construct Correlations (SIC). Furthermore, the AVE estimate that is constantly bigger than those of SIC denotes support for the construct's discriminant validity. The current study employs this procedure in the discriminant validity assessment for all constructs. Pilot test enables the researcher to determine the reliability of the measurement instruments before the main empirical work is carried out. Accordingly, the notion of reliability has been described as the degree to which a test unfailingly measures what is being measured. Additionally, Cronbach's alpha is employed in the measurement of the initial reliability of internal consistency concerning the data generated by the pilot study carried out prior to the actual study. With respect to the value of Cronbach alpha, it is increasable within either the average correlation or the number of items.
The context of survey test, as to allow its inclusion, the value obtained for the "item-to-total-test" correlation should fall in the range of 0.3-0.7. This will be followed by a comprehensive analysis of reliability executed the complete dataset. For reliability coefficient with a high value, it denotes highly reliable instrument. Consequently, mentioned that for a start, the minimum satisfactory reliability coefficients should fall in the range of 0.70-0.80. In particular, the value must be higher than 0.7. For pilot test, concerning the sample size, it should be at least 30. Following this recommendation, a total of 30 randomly chosen citizens were solicited to partake in this study's pilot test. The citizens were all from Al-Madinah International University and University Utara Malaysia in Kuala Lumpur. Accordingly, Table 2 shows the results generated from the test. The prerequisites discussed in this paragraph guide this study in its execution of reliability and factor analysis test.

CONCLUSION
The research design and methodology are the highlighted and present the research model that applies the quantitative method using an organized questionnaire. The methodical (and random) sampling process is used for this study with a sample comprised 484 respondents whom were citizens from four regions of west Malaysia. Then, the subject of pilot study as a procedure to refine the research instrument, based on the reliability analysis results, and on the content validity of the construct. Finally, the description of the data collection procedure and the data analysis techniques which will be applied in this study.

ACKNOWLEDGEMENT
This research was supported by foundation from Universiti Sultan Zainal Abidin (UniSZA), therefore we thank our Universiti Sultan Zainal Abidin (UniSZA) that provided insight and expertise that greatly assisted the research.