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Paper Number
ICIS2025-2176
Paper Type
Short
Abstract
Social commerce's uneven geographic penetration creates new digital divides, yet research has overlooked the multidimensional nature of these disparities. This study introduces the novel theoretical construct of “Social Commerce Geographic Inclusivity” (SCGI) and develops a four-dimensional analytical framework encompassing content geographic relevance, technology accessibility, social permeability, and economic inclusivity. Drawing on long tail and digital divide literature, we theorize how creator localization, platform adaptation, social network activation, and inclusive business models enhance geographic inclusivity. We propose a mixed-methods approach using Douyin data to empirically validate the SCGI framework. Our research extends social commerce theory with a geographic dimension, offering insights to address geographic imbalances in digital retail.
Recommended Citation
Feng, xintong; Zhou, Yang; LI, Huifang; and Yin, Pengzhen, "Beyond Location: A Multi-dimensional Framework of Geographic Inclusivity in Social Commerce" (2025). ICIS 2025 Proceedings. 13.
https://aisel.aisnet.org/icis2025/sharing_econ/sharing_econ/13
Beyond Location: A Multi-dimensional Framework of Geographic Inclusivity in Social Commerce
Social commerce's uneven geographic penetration creates new digital divides, yet research has overlooked the multidimensional nature of these disparities. This study introduces the novel theoretical construct of “Social Commerce Geographic Inclusivity” (SCGI) and develops a four-dimensional analytical framework encompassing content geographic relevance, technology accessibility, social permeability, and economic inclusivity. Drawing on long tail and digital divide literature, we theorize how creator localization, platform adaptation, social network activation, and inclusive business models enhance geographic inclusivity. We propose a mixed-methods approach using Douyin data to empirically validate the SCGI framework. Our research extends social commerce theory with a geographic dimension, offering insights to address geographic imbalances in digital retail.
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