Title: DETERMINANTS OF SOCIAL COMMERCE ADOPTION: A THEORETICAL ANALYSIS OF OPPORTUNITIES AND CHALLENGES FOR WOMEN ENTREPRENEURS IN INDIA
Author: Ms. Raheena K. M. and Dr. N. Rajamannar
Abstract:

This theoretical paper examines the adoption of social commerce (s-commerce) among women entrepreneurs in India through the lens of technology acceptance models and socio-economic theories. The study identifies key drivers (e.g., accessibility, financial inclusion) and barriers (e.g., digital literacy, infrastructure gaps) shaping s-commerce adoption. We propose a Socio-Technical Adoption Framework that integrates empirical evidence from the Indian context with established theoretical models. The paper provides actionable insights for policymakers and platform designers while contributing to academic discourse on digital entrepreneurship in emerging markets.

Keywords: Social commerce (s-commerce), Women entrepreneurs, Digital entrepreneurship, Emerging markets and Technology adoption
DOI: https://doi.org/10.38193/IJRCMS.2025.7340
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Date of Publication: 30-06-2025
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Published Vol & Issue: Volume 7 Issue 3 May-June 2025