Factors Affecting Social Commerce Adoption Among Entrepreneurs Amidst the Mediation Role of Competitive Pressure

Abstract

This study investigates the determinants of social commerce adoption among entrepreneurs in Zambia through the lens of the Technology–Organization–Environment framework and the mediation role of competitive pressure. Data were collected from 378 respondents and analyzed using structural equation modeling in R (lavaan package, version 0.6-19). The results demonstrate that perceived usefulness (β = 0.185, p = 0.022) and trading partner pressure (β = 0.187, p = 0.004) significantly and positively influence social commerce adoption, while security concerns exhibit no significant effect (β = 0.090, p = 0.179). Additionally, competitive pressure was found to have a significant direct impact on adoption (β = 0.455, p < 0.001) and to mediate the effects of perceived usefulness (indirect β = 0.209, p < 0.001) and trading partner pressure (indirect β = 0.130, p = 0.002), but not security concerns. Model fit indices (Comparative Fit Index = 0.955, Tucker-Lewis Index = 0.948, Root Mean Square Error of Approximation = 0.048, Standardized Root Mean Squared Residual = 0.044) confirmed a good fit. The findings suggest that utility perceptions, peer dynamics, and competitive environment play pivotal roles in driving social commerce adoption in emerging economies, beyond formal risk assessments. Implications for policy, entrepreneurship, and digital inclusion are discussed.