Abstract
This chapter describes phenomenon of social commerce, customers’ intentions, and related challenges in the context of rural communities. Rural communities confront several socioeconomic issues and social commerce may offer rural communities a viable option to combat socioeconomic issues. Nonetheless, there are significant barriers to engagement in social commerce activities in rural communities across the globe. Rural communities at large lack in suitable technical, social, cultural, and legal context for the adoption of social commerce. Social commerce is such a large and diverse subject that its determinants are of diverse nature. However, one of the key impediments commonly acknowledged is a high level of perceived risk. Furthermore, trust has also been identified as a significant factor in reducing ambiguity and risk in online commercial transactions.
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Sadaa, A.M., Ganesan, Y., Abbas, S., Majali, T., Kareem Alsaedi, A.A. (2022). Social Commerce of Rural Communities. In: Alnoor, A., Wah, K.K., Hassan, A. (eds) Artificial Neural Networks and Structural Equation Modeling. Springer, Singapore. https://doi.org/10.1007/978-981-19-6509-8_4
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