The role of cultural values in social commerce adoption in the Arab world: An empirical study

This study aims to examine the impact of Arab cultural values on consumer adoption of social commerce (scommerce). Data were obtained from 528 participants through an online questionnaire. Structural equation modeling (PLS-SEM) was utilized to test the research hypotheses. The findings indicate a significant positive impact of collectivism and masculinity cultural values on s-commerce adoption. At the same time, the findings reveal a significant impact of uncertainty avoidance. Furthermore, the findings reveal a mediating impact by perceived value on the relationship between word of mouth (WOM) and s-commerce adoption. The findings contribute to a better understanding of the impact of cultural values on the adoption of s-commerce in the Arab world. It also shows how WOM and the perceived value of s-commerce both contribute to social commerce adoption, taking into consideration both the direct and mediated impacts of WOM.