Adoption of Web 2.0 Social Media eCommerce in SMEs: Conceptualising Theories and Factors for Zambia

Abstract

The application of Web 2.0 social media in eCommerce and e-marketplaces (ECEMs) in developing countries has been on the increase in recent times especially during Covid19 and beyond. However, it is still unclear what theoretical foundations and factors guide ECEM in small and medium enterprises (SMEs) in emerging markets such as Zambia. Generally, the understanding of eCommerce using Web 2.0 social media applications (WSMAs) in SMEs has lacked rigour over time as focus has shifted to pressing issues such as Covid19. This paper purposes to investigate the theoretical foundations and factors influencing WSMA for new eCommerce era in developing countries with particular emphasis on SMEs in Zambia. The methodological research design employs a qualitative study approach using literature reviews, coupled with content analysis of purposively selected articles. Results show that theories such as TAM, TPB, UTAUT2, TOE, TTF, DIT, among others, have guided eCommerce research in SWMA. Behavioural, technological and organisational factors such as trust, ease of use, after-sales logistics, price flexibility have been prevalent, among others. The paper ends with recommendations and strategies for continued adoption of WSMA by SMEs with similar geographical contexts to Zambian context.

Predicting the adoption of “Buku Kedai”: a digital book-keeping application among Malaysian micro-entrepreneurs

“…Studies have examined the adoption of new technologies among entrepreneurs in various contexts. Amongst the technologies investigated were e-government in South Africa [34], mobile banking in Jordan [34], e-commerce website in Ghana [15], mobile payment in China [35], enterprise system in Iran [36], social media in Zambia [21] and internet of things in Indonesia [37]. Additionally, many claim that digital book-keeping is trailblazing for presumption, innovation, and entrepreneurship [38], [39].…”

“…TAM is amongst the prevalent theories explaining the adoption of new technologies, specifically among micro, small and medium enterprises (MSMEs). To date, prior studies on MSMEs have investigated technology's adoption in various forms, for instance, e-government service [10], [11], mobile banking [12], [13], e-commerce platforms [14], [15], mobile payment [16], [17], enterprise system [18], [19] and social media [20], [21].…”