Investigating Behavior Intention Toward S-Commerce Adoption by Small Businesses in Saudi Arabia

Abstract

With recent developments in e-commerce and social networking sites, social commerce has emerged as a new business model. S-commerce refers to the purchasing and selling of goods and services through social networking sites while utilizing users’ social behavior. Several studies in the s-commerce field have explored adoption behaviors from the perspective of consumers. This study focuses on the business perspective, specifically studying s-commerce adoption in small businesses in Saudi Arabia. The study used the C-TAM-TPB model to identify the factors that positively influence small businesses’ intention to adopt s-commerce. An online questionnaire was used to collect data from 392 small businesses. The study applied PLS-SEM to test the hypothesis. Findings show that all factors–attitude, perceived usefulness, perceived behavioral control, and subjective norms–significantly impacted the behavior intention of small businesses to adopt s-commerce. This study provides insights into small businesses’ adoption of s-commerce by focusing on sole entrepreneurs and microenterprise owners.