Social Commerce in Rural Jordan: Analyzing Adoption Factors Through the Lens of Innovation Diffusion and Perceived Risks

Document Type

Article

Source of Publication

Journal Of Small Business And Enterprise Development

Publication Date

9-11-2025

Abstract

PurposeThis research investigates the determinants affecting small businesses in rural Jordan in adopting social commerce, incorporating the diffusion of innovation (DoI) framework - encompassing relative advantage, compatibility, complexity, trialability and observability - along with perceived risks such as time, social, economic and security concerns. The study seeks to uncover critical facilitators and obstacles to social commerce adoption, offering practical recommendations to accelerate digital transformation among small enterprises.Design/methodology/approachThis study used a quantitative survey methodology to collect data from small business owners in rural Jordan. Structural equation modeling was applied to examine the connections between innovation characteristics, perceived risks and the intention to adopt social commerce.FindingsThe findings reveal that relative advantage, compatibility and trialability play a crucial role in driving adoption, as businesses acknowledge the potential for expanding market reach. However, observability has minimal influence, indicating that the visibility of social commerce benefits is not a key factor in adoption decisions. In contrast, complexity and perceived risks - especially economic and security concerns - serve as major obstacles, hindering widespread adoption. Business owners highlighted worries about the time commitment needed to manage social commerce platforms as well as potential financial and data security risks.Originality/valueBy integrating the DoI framework with perceived risk factors, this study provides a comprehensive understanding of social commerce adoption among small businesses in rural Jordan. The findings offer valuable insights for policymakers, technology providers and business support organizations, emphasizing the need for simplified, secure and cost-effective solutions to enhance adoption and promote digital inclusion.

ISSN

1462-6004

Publisher

Emerald

Disciplines

Business | Computer Sciences

Keywords

Social commerce adoption, Diffusion of innovation, Perceived risks, Small businesses, Rural digital transformation, E-Commerce adoption

Indexed in Scopus

no

Open Access

no

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