The aim of this paper is to investigate the impact environmental and organizational moderators on farmers’ e-commerce adoption behaviour. Data were collected from 384 wheat farmers in Kazakhstan. Descriptive analysis multiple group findings revealed that (i.e. government) had an insignificant effect relationship dependent variables (between behavioural intention usage behaviour). However, there...

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute growth of Commerce examine moderating role gender, age experience in use proposed relationship between six variables derived from commitment–trust theory, technology acceptance model consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a v...

Social commerce can be briefly described as commerce activities mediated by social media. In social commerce, people do commerce or intentionally explore commerce opportunities by participating and/or engaging in a collaborative online environment. As a relatively new phenomenon first widely acknowledged in 2005, social commerce presents new opportunities to examine issues related to informatio...

This paper specifies the critical factors that affect the adoption of E-Commerce in the United Arab Emirates, particularly in the emirate of Abu-Dhabi. The critical factors are studied from firms’ and consumers’ perceptions. The factors affecting firms’ decision of e-commerce adoption are classified to internal and external, which are then classified into several other factors. Similarly, the k...

This study researches the mediating consequence of social trust (identification-based and information-based trust) on relationship between networking services (SNS) use commerce intention. The also explores whether how gender differences impact SNS endogenous constructs. proposed research model is empirically examined using a sample 170 consumers who have had prior online shopping experience. s...

As an emerging e-commerce model that combines the convenience of traditional with real-time and interactive nature live streaming, live-streaming (LS) is loved recognized by consumers. At same time, LS also faces many difficulties such as homogenization marketing content consumers’ low willingness to repeat purchase. Therefore, how better stimulate continuous purchase in has become a hot topic ...