Social e-commerce channel adoption decision: An fsQCA approach

Xueyan Yang, Xiaoni Zhang, Samuel Goh, Tianxin Ji and Changmei Sun

Journal of Global Information Technology Management, 2025, vol. 28, issue 4, 281-304

Abstract: Social e-commerce allows businesses to directly engage with customers on social media, circumventing traditional middlemen. The decision to adopt social e-commerce is not a one-size-fits-all decision, and there are many potential interacting criteria to evaluate. To comprehend these intricacies and establish causal relationships among factors, we use configurational analysis to find the necessary or sufficient conditions that encourage small agricultural firms to use social e-commerce channels and determine how various conditions interact to influence small businesses’ decisions to adopt social e-commerce. Using an innovative method, fsQCA, our study identifies several solutions that explain how different presence and absence combinations exist under multiple conditions (trading convenience, government support, social influence, infrastructure, human resources) and that these combinations equally explain agricultural firms’ social e-commerce adoption. This sets our study apart from conventional research in this field that primarily uses variance-based techniques and contributes to the burgeoning field of social e-commerce of agricultural products.

Date: 2025
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DOI: 10.1080/1097198X.2025.2568336

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