The role of cultural values in social commerce adoption in the Arab world: An empirical study

Khaled Saleh Al-Omoush, Antonio de Lucas Ancillo and Sorin Gavrila Gavrila

Technological Forecasting and Social Change, 2022, vol. 176, issue C

Abstract: This study aims to examine the impact of Arab cultural values on consumer adoption of social commerce (s-commerce). Data were obtained from 528 participants through an online questionnaire. Structural equation modeling (PLS-SEM) was utilized to test the research hypotheses. The findings indicate a significant positive impact of collectivism and masculinity cultural values on s-commerce adoption. At the same time, the findings reveal a significant impact of uncertainty avoidance. Furthermore, the findings reveal a mediating impact by perceived value on the relationship between word of mouth (WOM) and s-commerce adoption. The findings contribute to a better understanding of the impact of cultural values on the adoption of s-commerce in the Arab world. It also shows how WOM and the perceived value of s-commerce both contribute to social commerce adoption, taking into consideration both the direct and mediated impacts of WOM.

Keywords: Cultural values; Social commerce; E-commerce; Uncertainty avoidance; Wom; Perceived value (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:176:y:2022:i:c:s0040162521008714

DOI: 10.1016/j.techfore.2021.121440

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