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

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

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.

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  • Al-Omoush, Khaled Saleh & Ancillo, Antonio de Lucas & Gavrila, Sorin Gavrila, 2022. "The role of cultural values in social commerce adoption in the Arab world: An empirical study," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    • Handle: RePEc:eee:tefoso:v:176:y:2022:i:c:s0040162521008714
    DOI: 10.1016/j.techfore.2021.121440
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    References listed on IDEAS

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    1. Ibrahim Mutambik & John Lee & Abdullah Almuqrin & Justin Zuopeng Zhang & Mohammed Baihan & Abdulrhman Alkhanifer, 2023. "Privacy Concerns in Social Commerce: The Impact of Gender," Sustainability, MDPI, vol. 15(17), pages 1-22, August.
    2. Al-Adwan, Ahmad Samed & Al-Debei, Mutaz M. & Dwivedi, Yogesh K., 2022. "E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions," Technology in Society, Elsevier, vol. 71(C).

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