Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.
Authors
Parul Gupta, Management Development Institute Gurgaon, Gurgaon, India.
Fangfang Zhang, School of Finance and Trade, Wenzhou Business College, Wenzhou, China.
Sumedha Chauhan, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Sandeep Goyal, LM Thapar School of Management, Derabassi Campus, Thapar Institute of Engineering and Technology, Patiala, India.
Amit Kumar Bhardwaj, LM Thapar School of Management, Derabassi Campus, Thapar Institute of Engineering and Technology, Patiala, India.
Yuvraj Gajpal, Department of Supply Chain Management, Asper School of Business, University of Manitoba, Winnipeg, Canada.
Summary
This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.
Methodology
Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.
Findings
The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.
Research Implications
This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.
Practical Implications
Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.
Originality
By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.
Published in: Journal of Enterprise Information Management
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