Cultural Values and their Role in Adoption of Social Commerce in Pakistan: An Empirical Study

Abstract

S-commerce is an emerging phenomenon and creating the opportunity for the businesses and consumers to perform their business on social media platform. These platforms changed the method of connecting and gathering the information about the products and purchasing of those products online. Consumer adoption of s-commerce has become a challenge now. Social media sites are becoming popular day by day and consumer use these websites for the purpose of getting the information about their favorite brands and about the products. This study objective is to investigate the impact of cultural values on social commerce adoption in Pakistan. Online questionnaire shared among 600 social media users and the data for this study were obtained from 384 respondents through online questionnaire that was shared on different social media platforms. The data comes from the social media users who were using the social media sites. In this study Structural equation modeling was used to find out the results of proposed hypothesis. This study highlighted the role of cultural values on social commerce adoption in Pakistan. The findings of this study show a positive impact of collectivism, Masculinity, power distance and long-term orientation on s-commerce adoption in Pakistan. On the other hand, this study shows the negative impact of uncertainty avoidance on s-commerce adoption that the culture with high uncertainty avoidance shows less attention towards the adoption of s-commerce in Pakistan. This study reveals the impact of cultural values on social commerce adoption in Pakistan and found the positive and negative impact of cultural values. Furthermore, the findings of this study contribute to the understanding of cultural values and their role in adoption of social commerce adoption in Pakistan.