Social Presence and Users' Intention to Use Social Commerce Websites: The Roles of Cultural Identity and Cultural Difference

Authors

• Fengle Jia, International Business School, Beijing Foreign Studies University, Beijing, China, 100089
• Shangui Hu, College of Business Administration, Ningbo University of Finance & Economics, China, 315175Follow
• Shankuo Xiong, School of Management, Jinan University, Guangzhou, China, 510632

Recommended Citation

Jia, Fengle; Hu, Shangui; and Xiong, Shankuo, "Social Presence and Users' Intention to Use Social Commerce Websites: The Roles of Cultural Identity and Cultural Difference" (2026). WHICEB 2026 Proceedings. 46.
https://aisel.aisnet.org/whiceb2026/46