Factors determining the perceived relevance of social commerce in the African context

Abstract

Background: This study determined factors influencing the perceived relevance of social commerce in the African context, in which Tanzania was chosen as a case for study. The motivation comes from the recent trend in which different service vendors take social networks as a platform for their business display, in conjunction with the use of mobile money and other online financial services in business facilitation. Objectives:The study determines factors influencing the perceived relevance of social commerce in the African context. Methods:The study used the survey strategy in its operationalisation. Only social media subscribers based in Tanzania formed the study population. It used the literature to identify the knowledge gap, followed by hypotheses formulation. Advanced quantitative models were used for testing the hypotheses.Results: Collectively, the following variables have a significant impact on the perceived relevance of social commerce: the effectiveness of order delivery, the perceived vendor's response to queries, the perceived quality of online display, the perceived shopping convenience, the perceived rejection of returned goods and the perceived convenience of returning goods. Conclusion:Social-media-based commerce provides useful platforms to subscribers and vendors of different services. The approval rate is a good predictor of the future increase in the number of users across Africa, and Tanzania in particular.

Social experience vs. social technology in enhancing the intention to use social commerce: a case study of Indonesia

“…In Indonesia, Greenhouse (2019) reported most of the small business owners prefer to use SC for advertisement and establishment of communication with their customers instead of using other platforms such as a website. This indicates the understanding of the potentials of this concept in elevating businesses by sellers in the country as well as in other emerging markets such as Africa (Lubua and Pretorius, 2019), Turkey (Aydın, 2019), Kuwait (Gibreel, 2018), Thailand (Vongsraluang and Bhatiasevi, 2017), Saudi Arabia (Abed et al , 2016), and several others. Moreover, the tendency of Indonesian customers to use these platforms as their primary source of information on products or services have also made SC important to sellers and producers (Snapcart, 2018).…”

Examining Digital Divide in Secondary and Primary Education Online Content Users Based in Tanzania

“…The facilitating conditions include access to facilities, access to the internet, internet affordability, and access to Television. These are critical in evaluating the digital knowledge divide Lubua and Pretorius (2019).…”

“…This is equivalent to 28.6% of all reviewed mobile applications. A good platform makes navigation and access to contents easy, as suggested (Lubua & Pretorius, 2018). The last positive review comment suggests that the work organisation is good.…”

Unraveling heterogeneity in farmer's adoption of mobile phone technologies: A systematic review

“…(Hannes & Macaitis, 2012;Ng et al, 2014) was utilized to define the key components of this review. (Kabbiri et al, 2018;Kacharo, Mvena, & Sife, 2018;Landmann, Lagerkvist and Otter, 2020 ;Nabhani et al, 2016;Sikundla, Mushunje, & Akinyemi, 2018;Verma & Sinha, 2018; Okoroji, Lees & Lucock 2021) (Beza et al, 2018;Michels, Bonke, and Musshoff, 2020;Molina-Maturano et al, 2021;Mwalukasa et al, 2018;Narine, Harder, & Roberts, 2019;Omar et al, 2021) (Abdullahi, Oladele, & Yusuf, 2019;Bonke et al, 2018;Folitse et al, 2018;Kabirigi et al, 2022;Krell et al, 2020) (Abdullahi, Oladele & Akinyemi, 2021;Folitse et al, 2018;Hoang & Drysdale, 2021;Kabirigi et al, 2022;Kenny & Regan, 2021;Lubua & Kyobe, 2019;Otene, Ezihe, & Torgenga, 2017) (Bonke et al, 2018;Krell et al, 2020;Michels, Bonke, & Musshoff, 2019;Michels, Bonke, & Musshoff, 2020;Molina-Maturano et al, 2021;Nikam, Kumar, & Kingsly, 2021;Owusu, Yankson, & Frimpong, 2017;Thar et al, 2021) (Abdullahi, Oladele, & Yusuf, 2019;Aricat & Ling, 2017;Islam & Gronlund, 2011;Kaske et al, 2017;…”