Saranchana Asanprakit; Tanpat Kraiwanit - In: Journal of open innovation : technology, market, and … 9 (2023) 4, pp. 1-11
As the world of commerce evolves rapidly with the digital transformation, understanding the dynamics of social commerce (s-commerce) becomes increasingly critical. This study delves into the causal factors influencing the adoption of online s-commerce platforms, employing a Structural Equation...