Social Commerce and Its Role in Women’s Empowerment and Innovation in Crises

This study examines the determinants of social commerce adoption among women during crises, focusing on the potential impact of hedonic and utilitarian motivations, self-efficacy, and social support. It also examines the impact of social commerce adoption on women’s empowerment and innovation. To achieve these aims, an online questionnaire was used to gather data from women who use social media platforms to produce and/or sell goods, services, and information to make a profit. Smart PLS, version 3, was used to estimate the research model and test hypotheses. The results confirmed that women’s hedonic motivations, utilitarian motivations, self-efficacy, and social support significantly impact social commerce adoption among women. The findings also reveal that social commerce business has a significant role in women’s empowerment and innovation during crises. This study provides novel contributions to the literature on social commerce, women’s empowerment, and women’s innovation in a crisis setting. Furthermore, it enhances the knowledge of policymakers and women business sponsoring organizations, and other organizations support women about the role of social commerce in women’s empowerment and innovation.