DRIVERS OF SOCIAL COMMERCE USAGE AND PERFORMANCE IMPLICATIONS FOR SMALL BUSINESS ENTREPRENEURS
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Abstract
This study aimed to: (1) investigate the factors influencing entrepreneurs’ use of social commerce; and (2) examine the effects of social commerce usage on business performance. A quantitative research design was employed. Data were collected via questionnaires from 400 small business entrepreneurs in Thailand and analyzed using Structural Equation Modeling (SEM).
The results indicated that the bandwagon effect was the most influential factor driving entrepreneurs’ use of social commerce, followed by relative advantage and consumer pressure. In contrast, top management support and cost-effectiveness did not show statistically significant effects. Regarding performance outcomes, social commerce usage had a positive effect on both non-financial performance and financial performance, with a stronger influence on financial performance. Overall, the findings underscore the potential of social commerce as a strategic tool for enhancing performance and strengthening the competitiveness of small business entrepreneurs in the digital era.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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