Technology Acceptance and the Perceived Effectiveness of Social Networking Sites in Predicting Consumer Behavior in Clothing Purchases

The increasing integration of social networking sites into online commerce has transformed these platforms into important channels for consumer purchasing, particularly in the fashion retail sector. As social networking sites continue to evolve into digital marketplaces, understanding how technology acceptance shapes consumers' perceptions of their effectiveness has become increasingly important. This study examined the relationship between technology acceptance and the perceived effectiveness of social networking sites for clothing purchases using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. A descriptive-correlational research design was employed involving 159 randomly selected students, faculty members, and administrative staff from North Eastern Mindanao State University–Cantilan Campus. Descriptive statistics and Pearson product–moment correlation analysis were used to analyze the data. The findings revealed that respondents perceived social networking sites as highly effective platforms for clothing purchases, particularly in terms of shopping convenience, customer reviews and feedback, and user engagement. Likewise, respondents demonstrated a very high level of technology acceptance, with performance expectancy, effort expectancy, and social influence emerging as the most prominent dimensions. Correlation analysis further showed significant positive relationships between the UTAUT constructs and all dimensions of perceived effectiveness, indicating that consumers who perceive social networking sites as useful, easy to use, and socially supported are more likely to regard them as effective environments for product discovery, purchase evaluation, and online transactions. The findings highlight the importance of fostering technology acceptance to strengthen consumers' confidence in social commerce platforms and enhance their overall shopping experiences. Businesses may benefit from developing customer-centered digital strategies that prioritize platform usability, meaningful user engagement, and trustworthy consumer interactions to sustain long-term participation in the evolving e-commerce landscape.