This paper is focus on investigating consumers’ responses toward a shoppable social media. The author differentiates the definition between social commerce and social media commerce. By the development of social networking technology, the existing electronic-commerce platform have been added a function that consumers can communication with other buyers and share their opinion toward the product. It is the typical direction or the opportunity for the electronic commerce platform. However, when we talk about social media, many consumers may consider it as a community to share their lifestyle, follow the famous people, or it is a platform for building a good social networking interpersonally. Thus, when commerce has been blended into social media platform, so many marketers have been started to sell the product to social media users. Thus, this curiosity makes the author selected this academic direction.The research model was built based on theory of reasoned action (TRA) and technology acceptance model (TAM) model. The main antecedents (independent variables) were included in the model, which are perceived compatibility, perceived personality, perceived social value, perceived enjoyment and perceived usefulness and the dependent variable was consumer’s intention to purchase.The result showed that perceived compatibility and perceived social value were positively related to perceived enjoyment and perceived usefulness. In terms of perceived personalization, this antecedent was positively related to perceived usefulness and satisfaction. And all the relationship was supported the hypothesis. It can be illustrated that consumers consider the shopping behavior as one of their daily life. Thus, they would like to consume anything based on their lifestyle. Secondly, people always glance more on the personalized content. The algorithm calculated the content based on their searching behavior, which can be a gateway to save time in terms of shopping. Social value plays an important role when consumer shop online. This concept can link with electronic word-of-month (EWOM). These findings both bring practical value and academic value.