Antecedents of Social Commerce Adoption in Developing Countries: An Empirical Study

Abstract

The emergence Web 2.0 technologies has transformed e-commerce into social commerce. The benefits associated with social commerce are well known. However, for businesses to reap such benefits, the factors that influence user intention to use social commerce must be understood. However, existing studies draw samples from developed countries. Given that geography and cultural factors affect technology adoption, findings from existing studies may not apply in the developing country context. This study therefore investigates the factors that influence user intention to use social commerce in developing countries. A survey questionnaire was used to gathered responses from 614 students in Ghanaian universities and analyzed using PLS-SEM. The results indicate that information quality, system quality, and service quality have significant influence on user intention to use social commerce. The findings point out the need to provide relevant support to users and ensure accurate and reliable information on social commerce platforms.