With the emergence of social commerce, companies can achieve promotion and sales growth at low cost, while consumers can purchase products or services at lower prices. Due to these advantages, interest in social commerce has been increasing among both businesses and consumers. This study applied the Technology Acceptance Model (TAM) to measure consumer acceptance of social commerce. Specifically, the research objectives are as follows: First, this study treats perceived risk of social commerce as a multidimensional concept, classifying it into economic risk, social risk, psychological risk, time-loss risk, privacy risk, source risk, and time-restriction risk, and examines the relationship between perceived risk and attitude. Second, the study analyzes the effects of perceived usefulness and perceived ease of use on attitude, the effect of perceived ease of use on usefulness, and the effects of perceived usefulness and attitude on intention. Third, the study examines the effects of perceived usefulness and attitude on social commerce intention according to collectivism. To achieve the research objectives, a survey was administered to individuals with social commerce experience, yielding 243 completed questionnaires, and path analysis and moderated regression analysis were conducted. The analysis results are as follows: First, perceived risk of social commerce had a negative effect on attitude. Second, perceived ease of use did not have a significant effect on attitude, but perceived usefulness showed a positive effect on attitude. Third, perceived ease of use had a positive effect on perceived usefulness, and attitude toward social commerce had a positive effect on intention. Finally, the moderated regression analysis results showed that the stronger the collectivist orientation of a group, the greater the positive effects of social commerce usefulness and attitude on intention. This study can make a significant contribution to social commerce research, which is still in its early stages, and can provide various implications for social commerce companies when formulating their strategies.