Social Commerce Adoption Model in Developing Countries

When we look at the rate of e-commerce in the world, we face huge differences between e-commerce in countries such as USA, Canada and Western Europe and developing countries. Most of the world e-commerce transactions are in the developed countries. However, the world’s biggest populations are not in developed countries. They are mostly in developing countries, which are suffering from infrastructural, cultural, and many other barriers. These are the challenges in the area of e-commerce and they must be considered more in the future of e-commerce, which is social commerce.

Social commerce is a new stream in e-commerce that can be applied in developing countries equally with developed countries due to the reason that the attraction of s-commerce in developing countries, such as participation in social networking sites, is good enough to allow the application of this type of commerce in them.

Most of the research in the area of e-commerce is in developed countries and models are based on American settings. In fact, research in developing countries is mostly descriptive and it does not have a good theoretical foundation.

We considered these gaps and tried to apply Social Commerce Adoption Model (SCAM) ( Hajli 2012) in developing counties. In this research we also added new construct called social presence to SCAM (Hajli 2012). Extended SCAM will be tested in some developing countries.

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