Social Commerce Adoption Research Articles

FACTORS INFLUENCING SOCIAL COMMERCE ADOPTION : A TOE FRAMEWORK ANALYSIS

The increasing use of social media has led to a new business trend called social commerce. This study investigates the factors that influence the adoption of social commerce in Solo Raya SMEs using the technology, organizational, and environment (TOE) model. This research is a quantitative research using primary data. Data collection techniques use questionnaires via Google Form. The population of this research is SMEs in Solo Raya that have used social commerce technology. The sampling technique in this study used purposive sampling technique with a sample size of 132 respondents. The data analysis technique in this study uses structure equation modeling partial least square (SEM - PLS) with the help of smartPLS 3.0 software. The results of this study indicate that perceived usefulness, security concerns, top management support, organizational readiness, consumer pressure, and trading partner pressure have a positive effect on the behavioral intention of social commerce adoption. These findings can help SMEs in utilizing digital technology to increase their competitiveness in today's digital era.

Fostering Women Entrepreneurs: Exploring the Drivers of Successful Social Commerce Business Adoption Among Women

This study explores the determinants that contribute to the successful adoption of social commerce businesses among women, including entrepreneurial mindset, perceived value, social commerce literacy, and collaborative ecosystems. It also explores the potential impact of collaborative ecosystems and the successful adoption of social commerce businesses on women’s entrepreneurship. Targeting 223 women who are actively involved in social commerce businesses, data was analyzed using Smart PLS software. The results indicate that entrepreneurial mindset, perceived value, social commerce literacy, and collaborative ecosystems significantly impact the successful adoption of social commerce business among women. Furthermore, the study also found that the successful adoption of social commerce businesses and collaborative ecosystems has a significant impact on women’s entrepreneurship. This study contributes to the literature and theory of social commerce adoption, women entrepreneurship, and collaborative ecosystems in several ways. It makes a valuable contribution to social commerce theory by spotlighting the intricate interplay among diverse factors that collectively shape the successful adoption of social commerce ventures among women. The study’s findings also hold significant implications for a range of stakeholders, encompassing practical insights that can instigate positive transformations and enrich the realm of social commerce business and women’s entrepreneurship.

The impact of cultural values, security perceptions, and influencer interactions on social commerce adoption in Indonesia

The impact of cultural values, security perceptions, and influencer interactions on social commerce adoption in Indonesia

Do technological, environmental and entrepreneurial factors affect social commerce adoption?

PurposeIn today’s business world, adopting social commerce for day-to-day operations has increasingly become an important phenomenon. Several factors have been identified by previous researchers regarding the adoption of social commerce, but academic research is scarce on the relationship between the factors influencing social commerce adoption and small and medium-sized enterprises (SMEs) in the post-COVID-19 situation. This study aims to identify the impact of technological, environmental and entrepreneurial factors on the adoption of social commerce by SMEs in Sri Lanka.Design/methodology/approachA quantitative study utilised the deductive approach and collected data through a field survey by distributing a five-point Likert scale questionnaire to conveniently selected respondents from Sri Lankan SMEs. Structural equation modelling (SEM) was used for the analysis of 384 responses.FindingsThe results revealed that technological factors [technology availability (TA) and cost-effectiveness (CE)], environmental factors [bandwagon effect (BE)] and entrepreneurial factors [attitude (AT), innovativeness (IN) and IT knowledge (IK)] have a significant impact on the social commerce adoption of SMEs in Sri Lanka. This study, as the first of its type, offers insightful information on the influence of variables on the adoption of social commerce after the COVID-19 pandemic.Research limitations/implicationsSimilar to any research, this study also has inherent limitations. Due to time and financial restrictions, the study’s convenience sampling method was adopted. The study’s possible limitation is its narrow focus, which could mean that it only examines a select few social media (SM) networks. The study’s conclusions might be less generalised since it focused on the western province of Sri Lanka. Future studies should take a cross-cultural strategy to explore the influence of social commerce adoption to improve the generalisability of research findings.Practical implicationsThis study provides an in-depth assessment of critical factors, facilitating policymakers, owners, leaders and managers (decision-makers) to gain insight into the real influencing factors on social commerce adoption and the significance of SM. The study helps them comprehend how outstanding governance and knowledge of influencing factors can boost SME success in various ways. For example, research reveals that various factors have a major influence on social commerce adoption.Social implicationsThere has been limited research conducted on social commerce adoption after the COVID-19 pandemic period; thus, this study looked at the variables influencing it amongst SMEs in a South Asian developing country like Sri Lanka after the pandemic lasted for two years. By placing a strong emphasis on the role of entrepreneurial characteristics and the available technology within one single framework in the context of SMEs and their involvement with social commerce adoption, this study contributes to the past literature by emphasising the role of several significant factors in SMEs' adoption of social commerce. Whilst previous studies looked at multiple factors influencing the adoption of social commerce globally, this study focussed on how these factors have a significant impact on SMEs in Sri Lanka.Originality/valueThis study developed a multi-perspective framework combining technological, environmental and entrepreneurial factors influencing SMEs to adopt social commerce. The study provides a contribution to the literature on social commerce adoption from the perspective of SMEs in a developing country like Sri Lanka after COVID-19. Exclusively, it examines the impact of entrepreneur-related factors on social commerce adoption.

Social Commerce Adoption Model Based on Usability, Perceived Risks, and Institutional Trust

Social Commerce Adoption Model Based on Usability, Perceived Risks, and Institutional Trust

A quantitative review and analysis of social commerce adoption studies by focusing on applied theories

A quantitative review and analysis of social commerce adoption studies by focusing on applied theories

Social Commerce and Its Role in Women’s Empowerment and Innovation in Crises

This study examines the determinants of social commerce adoption among women during crises, focusing on the potential impact of hedonic and utilitarian motivations, self-efficacy, and social support. It also examines the impact of social commerce adoption on women’s empowerment and innovation. To achieve these aims, an online questionnaire was used to gather data from women who use social media platforms to produce and/or sell goods, services, and information to make a profit. Smart PLS, version 3, was used to estimate the research model and test hypotheses. The results confirmed that women’s hedonic motivations, utilitarian motivations, self-efficacy, and social support significantly impact social commerce adoption among women. The findings also reveal that social commerce business has a significant role in women’s empowerment and innovation during crises. This study provides novel contributions to the literature on social commerce, women’s empowerment, and women’s innovation in a crisis setting. Furthermore, it enhances the knowledge of policymakers and women business sponsoring organizations, and other organizations support women about the role of social commerce in women’s empowerment and innovation.

Unmasking the Behavioural Intention of Social Commerce in Developing Countries: Integrating Technology Acceptance Model

Despite the fact that lifestyle of consumers is radically changing, which has a significant impact on business, little attention has been given to the lifestyle of users, which can influence social commerce (S-commerce). To bridge the gap, this study focused on investigating how assorted measures change the behavioural adoption of social commerce in a developing country by integrating the extension of the technology acceptance model (TAM). Data were gleaned using personal-administered structured questionnaires from Bangladesh participants who used social commerce. The developed hypotheses were tested using partial least square structural equation modelling (PLS-SEM). Results revealed that perceived ease of use, perceived usefulness, perceived trust and perceived lifestyle have a positive influence on attitudes towards social commerce. In addition, attitudes towards social commerce have a positive relationship with the intention to adopt social commerce. Furthermore, perceived efficiency and perceived risk have an insignificant positive effect on changing attitudes towards adopting social commerce. Finally, these results’ theoretical and practical implications are discussed at the end. This study first contributes to extending the TAM by incorporating a new construct of perceiving lifestyle.

The effects of trust and platform innovation characteristics on consumer behaviors in social commerce: A social influence perspective

Social commerce is a relatively new e-commerce model that has the potential to drive consumption growth and promote flexible social employment. However, despite its potential benefits, studies have shown that customers still tend to more heavily rely on traditional e-commerce platforms than on social commerce. To fully understand why this is the case, it is essential to explore the diffusion mechanism that affects consumer behavior toward social commerce from a variety of different perspectives. Based on the diffusion of innovation (DoI) model and trust theory, our research model was built to reveal the influence of key characteristics (trust and platform innovation characteristics) and social influence on customers’ purchase intentions toward social commerce from different adoption stages. The data include 250 late majority users (using social commerce for less than one year), 340 early majority users (using social commerce for two years), and 417 early adopters (using social commerce for three years or more). The paper utilizes the PLS-SEM method. The results show that subjective norms and critical mass significantly affect social commerce behavior intention in all stages. The platform innovation characteristics (compatibility and relative advantage) positively affect social commerce adoption intention, while complexity has a negative effect in earlier stages. Furthermore, user features (trust) consistently and positively affect behavior intention in all stages. Finally, social influence partially mediates the effect of user characteristics (trust) on use intention at all stages. In conclusion, this paper expands the application of social influence in social commerce, developing the influence of the key characteristics (trust and platform innovation characteristics) of social commerce on behavior through empirical research.

Social Commerce Purchase Intention Factors in Developing Countries : A systematic literature review

Over the last decade, research on social commerce has grown exponentially, reflecting the widespread adoption of social commerce strategies and practices. Social commerce encompasses a broad range of distinct concepts. Recent reviews of the literature detail the numerous factors of social commerce adoption. This paper has an objective to investigate the important factor of social commerce adoption in developing countries. 149 articles from high quality repository collected to be review, in this study the systematic literature review conducted through Kitchenham methodology which consist of developing research question, determining the sources as well as research string, categorizing inclusion and exclusion criteria, choosing the primary studies, extracting the data then synthesizing the data. After careful quality assessment process, 49 articles selected to process in depth review. The result of this study found that there ae several important factors and lead by trust factor for social commerce adoption in developing countries.

Measuring buying intention of generation Z on social networking sites: an application of social commerce adoption model

PurposeThe present study intends to measure buying intention of Generation Z (Gen Z) on social networking sites (SNSs) incorporating perceived risk with the social commerce adoption model (SCAM).Design/methodology/approachData were collected via an online questionnaire, and the study used a total of 349 accurate and useable responses. The population of the study includes Indian young consumers coming from the Gen Z cohort. Data were analyzed using SPSS 20 and AMOS 22.0. The proposed hypotheses were statistically tested.FindingsThe empirical results show that perceived risk is a significant and strong predictor of perceived usefulness that, in turn, negatively influences buying intention. Among all the constructs of SCAM, perceived usefulness is the most influential and strongest predictor of buying intention. The proposed model explained approximately 34% of the variance in the behavioral intention.Research limitations/implicationsBased on the findings of this study, many theoretical and practical implications may be inferred that can be used to make recommendations to social commerce companies and help them understand the buying intention of Gen Z.Originality/valueThere are many studies that have examined buying intention and a few have measured it on Gen Z. The present study is novel in itself as it has measured the buying intention of Gen Z using the SCAM in the Indian context. Hence, the present research attempts to comprehend the variables influencing buying intention and analyses the relationship between these factors in the social media setting.

Social Commerce for Unbranded Products in India- A Case Study of MEESHO

Purpose: Through the introduction of social commerce apps, social interactions on the internet offered new economic prospects. This is mostly due to the proliferation of social interacting sites, which have also led to the expansion of e-commerce. The present trend in e-commerce has created a new brook called social commerce, which uses social technology to create an atmosphere for social exchanges. These social acquaintances can lead to operational social support in e-commerce, which builds trust and escalates the likelihood of using social commerce. The paper intends to attempt an in-depth study on MEESHO, a social Commerce application. We conclude by giving prospects for a flourishing business in the future. Design/Methodology/Approach: This study projected an academic agenda for the adoption of social commerce by utilizing the social support model and associated theories on intention to use. We have used secondary data from sources such as case studies, blogs, of and research papers. Findings/Result: The success story of the most promising Social selling app brings an articulated picture of how did a social commerce app succeed in making sales at the doorstep so practical. The study also brings out the reality of how the business has given rise to many small and medium vendors a chance to demonstrate large selling platforms with their innovative and skillful offerings. This case study can be further utilized in marketing classrooms to imbibe innovation and enterprising skills. Originality/Value: The discoveries in the case will give more insight into consumer buying behavior trends and help social commerce sellers to target better to obtain satisfaction of the buyer and obtain his trustworthiness. Paper Type: Case Study

A meta-analysis of social commerce adoption and the moderating effect of culture

PurposeAs a derivative model of e-commerce, social commerce has received increasing attention in recent years. Empirical studies on social commerce have examined the key factors that influence users' attitudes or adoption intentions, but their conclusions are context-based and are not entirely consistent. This study aims to draw a general conclusion by systematically synthesizing the findings of previous studies and examine whether cultural differences play a moderating role in users' social commerce adoption.Design/methodology/approachA meta-analysis based on 11,786 independent samples from 39 empirical studies was conducted to integrate their results and develop a comprehensive conceptual model. A moderator analysis was carried out to investigate the moderating effect of culture by dividing the context into subgroups of individualistic and collectivistic cultures.FindingsThe results show that this comprehensive conceptual model can help better understand the adoption of social commerce. Meanwhile, the moderator analysis indicates that cultural differences have a significant moderating effect on the relationship between the determinants and the adoption of social commerce.Originality/valueThe findings of this paper have theoretical implications and make managerial contributions.

A Three Country Comparative Study of Social Commerce Adoption

ABSTRACT When compared to Western countries, social commerce is growing much more rapidly in Asian countries. This is especially the case in Southeast Asian countries. This study compares the influential social commerce factors in the USA, Thailand, and Vietnam. Five hundred and twenty-five (525) Americans, three hundred seventeen (317) Thai and four hundred and forty-seven (447) Vietnamese participated in this study. The results of this study reveal the commonalities and differences in social commerce usage between Eastern and Western countries. Using structural equation modeling, this study provides evidence that normative beliefs, technology competency, perceived security, perceived privacy, and perceived usefulness significantly influence the decision to use social commerce in all three countries. While the factor perceived ease of use was only significant in Vietnam, perceived trust was significant in the USA and Thailand, and perceived social presence was significant in Thailand and Vietnam.

Investigating the Adoption of Social Commerce: A Case Study of SMEs in Jordan

Aim/Purpose: Social commerce is an emergent topic widely used for product and service sourcing. It helps companies to have frequent interaction with their customers and strive to achieve a competitive advantage. Yet there is only little empirical evidence focusing on social commerce and its adoption in SMEs to date. This study investigates the key factors affecting social commerce adoption in SMEs. This research designed a theoretical model using the Technology, Organization, and Environment (TOE) Model Background: Despite its rapid growth and usage, social commerce is still in its evolution phase and its current conception is vague and restricted. Therefore, considering the benefits of social commerce for consumers and businesses, it is important to explore the concept of social commerce. Methodology: The research floated a self-administered questionnaire and surveyed 218 Jordanian SME businesses. The data was analyzed using smart PLS and the results were drawn that covers the detail of the characteristics of respondents, study descriptive, results of regressions assumptions, e.g., data normality, reliability, validity, common method biases, and description of the measurement model, followed by the findings of hypothesis analysis. Contribution: This study has many significant contributions to the existing studies on firms’ adoption of social commerce. It indicates that organizational readiness from the organizational perspective and consumer pressure from the environmental dimension of the TOE model are significant influential elements in the adoption of social commerce in business, followed by high-level management support and trading partner pressure, respectively. This shows that organizational readiness to adopt social commerce and consumer pressure has a vital role in Jordanian SMEs’ adopting social commerce. Findings: The results were drawn from a survey of 218 Jordanian SMEs, indicating that organizational readiness from an organizational dimension and consumer pressure environmental perspective, followed by top management’s support and trading partner pressure, significantly predicts the adoption intentions of social commerce. However, perceived usefulness and security concerns from a technological context do not significantly impact behavioral intentions to utilize social commerce. Recommendations for Practitioners: Lack of awareness about new technology and its potential benefits are not well diffused in the Jordanian context. In short, both organizational and environmental dimensions of the TOE framework significantly influence the behavioral intentions for social commerce adoption in the Jordanian context whereas the third-dimension technological factors do not affect the behavioral intentions of SMEs to adopt social commerce. In the technological context, SMEs need to invest in technology and must spread awareness among Jordanian consumers about the potential benefits of technology and must encourage them to use social commerce platforms to interact because of the high significance of social commerce for businesses as it facilitates the quick completion of tasks, enhances the productivity, and improves the chances of high profitability. Recommendation for Researchers: First, the study is limited in scope as it discusses the direct links between the TOE framework, behavioral intentions to use social commerce, and the actual usage of social commerce in the Jordanian context rather than testing the mediation, and moderation. Future research may examine the mediators and moderators in the conceptual model. Second, the research examined the behavioral intentions of SMEs rather than consumers to adopt social commerce. Further research might consider the consumer perspective on social commerce. Impact on Society: This research aims to identify the key factor that impact the behavioral intentions of SME businesses to practice social commerce. The theoretical underpinning of the study lies in the TOE model, as using its basic assumptions the conceptual grounds and hypothesis of the study are developed. Future Research: The study findings are not generalizable in different contexts as it was specifically conducted by gathering data from the Jordanian population. However future studies may consider different contexts, sectors, cultures, or countries to examine the model. Lastly, the research collected data using convenience sampling from 218 SMEs in Jordan, which may create difficulty in the generalizability of the research, so needs to examine a larger sample in future studies.

Pioneering the Digital Marketplace: A Study on the Adoption of Social Commerce among Micro Enterprises in Malaysia

Pioneering the Digital Marketplace: A Study on the Adoption of Social Commerce among Micro Enterprises in Malaysia

Factors Affecting the Success of Social Commerce in Kuwaiti Microbusinesses

Many studies have focused on the adoption of social commerce (s-commerce) by customers but not by businesses or by microbusinesses. Further, they have investigated this adoption from a researcher's perspective while using quantitative approaches. To fill this gap, the study sheds light on the success of Instagram for microbusinesses (IMB) in an Arab country and highlights the need for more investigation in order to understand this complex phenomenon. In this study, the authors use a qualitative approach to 27 microbusiness cases that adopted Instagram for s-commerce. They use technological innovation theories to successfully identify and classify the drivers and inhibitors of success under different contexts. Hence, they find that the success of IMB in Kuwait is contingent on addressing different technological, organizational, and environmental challenges. Further, they find that Instagram initiatives are still evolving and still need assistance from different stakeholders to overcome several hurdles. This study provides different recommendations that advance the theory and practice.

Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework

There has been a growing social commerce adoption trend among SMEs for few years. However, it is often a challenging strategic task for SMEs to choose the right type of social commerce. SMEs usually have a limited budget, technical skills and resources and want to maximise productivity with those limited resources. There is much literature that discusses the social commerce adoption strategy for SMEs. However, there is no work to enable SMEs to choose social commerce—onsite/offsite or hybrid strategy. Moreover, very few studies allow the decision-makers to handle uncertain, complex nonlinear relationships of social commerce adoption factors. The paper proposes a fuzzy linguistic multi-criteria group decision-making in a complex framework for onsite, offsite social commerce adoption to address the problem. The proposed approach uses a novel hybrid approach by combining FAHP, FOWA and selection criteria of the technological–organisation–environment (TOE) framework. Unlike previous methods, the proposed approach uses the decision maker's attitudinal characteristics and recommends intelligently using the OWA operator. The approach further demonstrates the decision behaviour of the decision-makers with Fuzzy Minimum (FMin), Fuzzy Maximum (FMax), Laplace criteria, Hurwicz criteria, FWA, FOWA and FPOWA. The framework enables the SMEs to choose the right type of social commerce considering TOE factors that help them build a stronger relationship with current and potential customers. The approach's applicability is demonstrated using a case study of three SMEs seeking to adopt a social commerce type. The analysis results indicate the proposed approach's effectiveness in handling uncertain, complex nonlinear decisions in social commerce adoption.

Adoption of social commerce: An empirical analysis in the context of Pakistan

Businesses are utilizing social media extensively to increase the opportunities for traditional and online businesses. However, the driving factors affecting both consumers’ and proprietors’ behavior are not well investigated so far in the context of developing countries like Pakistan. Persuading extended social commerce technology acceptance model (TAM) theory and theory of reasoned action (TRA), this paper investigates behavioral intention to use social commerce. The quantitative exploratory research approach was applied to accomplish the explicit research aims and objectives using the survey data from 2019 respondent consumers/firms active in six metropolitan cities of Pakistan. The study findings indicate a significant positive influence on behavioral intention to adopt social commerce is appraised with a greater level of perceived ease of use, usefulness, social influence, and risk factors. In the conclusion, this paper discusses research implications and utilization of the most recent ICT advancements helping business people and investors develop new commerce procedures and processes.

Drivers of purchase intention in Instagram Commerce

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling. Findings This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships. Originality/value This research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.