Purpose

This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.

Design/methodology/approach

Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.

Findings

The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.

Research limitations/implications

This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.

Practical implications

Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.

Originality/value

By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

中文翻译：

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了解中小企业采用社交商务的行为意图：感知价值视角

目的

本研究旨在探讨增强社交商务（s-commerce）平台的功利性、社会性和条件性价值（有机体）的因素（刺激）及其对中小型企业（SME）采用的行为意图（响应）的影响电子商务。

设计/方法论/途径

调查数据收集自 304 家使用电子商务平台的印度中小企业。使用SmartPLS 3 软件分析数据。

发现

结果表明，感知价值观显着影响中小企业采用电子商务的行为意愿。在条件价值、功利价值和社会价值中，电子商务网站的条件价值是中小企业采用电子商务的最强动力。

研究局限性/影响

这项研究为越来越多的关于电子商务的文献做出了贡献，解释了感知价值如何​​影响中小企业采用电子商务平台的决策。

实际影响

在重要的影响因素中，感知有用性和感知声誉被认为是刺激电子商务网站感知价值的最有效触发因素。研究结果引起了政策制定者对法律和监管环境等环境因素的应有关注，这些因素有助于为中小企业创造最重要的感知价值，即条件价值。

原创性/价值

通过采用消费价值理论和刺激-有机体-反应框架的输入，这项原创研究超越了技术因素，并研究了电子商务平台的感知价值在塑造中小企业采用行为意图中的作用。