Social media has become increasingly popular over the past few years and is continuing to flourish throughout the world. Its rise in popularity and use is propelling user-generated content on commercial websites facilitating the online buying of goods and services referred to as social commerce (s-commerce).This study examines the effects of collectivism and price consciousness on consumers’ intention to use s-commerce using the Technology Acceptance Model (TAM) as the theoretical framework. We test and analyze the research model and related hypotheses using structural equation modeling. The results from a survey of 375 s-commerce users indicate that preference, reliance, norm acceptance, and goal priority (dimensions of collectivism) had significant effects on the perceived usefulness of s-commerce and that price consciousness had significant moderating effects on the relationships between perceived usefulness/perceived ease of use and individuals’ intention to use s-commerce. A discussion of the research findings and implications for practitioners and researchers is included.