Abstract
Through innovations in technologies, electronic commerce (EC) has evolved into a new stream of commerce called social commerce (SC). This paper defines SC as a combination of performing EC activities and socializing on online communities via facilitating technologies to make purchase decisions. SC adoption has recently gained attention among interested scholars; yet, since SC is a new technology, studies are limited. The current research gap is twofold: First, no studies have yet examined the impact of government involvement on SC adoption. Second, the impact of social factors (e.g. social support and electronic word of mouth) on SC adoption in the Saudi Arabian context has not yet been investigated. This in-progress research aims to provide guidance to interested stakeholders on how to encourage consumers to adopt SC in Saudi Arabia. The study uses the theory of planned behaviour, along with other external factors, as a theoretical model.
Recommended Citation
Alghamdi, Ali; Sandhu, Kuldeep; and Houghton, Luke, "Social commerce in Saudi Arabia: An investigation of the impact of government involvement and social and individual factors on consumers' behaviour" (2017). ACIS 2017 Proceedings. 67.
https://aisel.aisnet.org/acis2017/67