In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.
Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the potential of sCommerce for GenX entrepreneurs, offering a pathway to success in a competitive marketplace. In a surprising discovery, all GenX participants in this study were women without formal business education, highlighting their entrepreneurial spirit and ability to learn through experience, challenging the idea that formal education is essential for success. The study identifies three motivational factors - organizational, environmental, and technological - explaining the constructs of sCommerce adoption intention by these participants.
The thematic analysis underscores the importance of relationship-building, positive recommendations, and unforgettable in-store experiences. The findings reveal the cautious yet determined mindset of GenX entrepreneurs, carefully considering factors such as advantage, compatibility, complexity, security, trialability, and observability before embracing the digital realm. This research fills a void in existing literature and carries implications for scholars, microbusiness owners, and government organizations. Empowering GenX consignment store owners to embrace sCommerce can unlock their entrepreneurial potential, fostering economic growth.
From West Virginia\u27s consignment stores emerges a narrative intertwining human connection, technological innovation, and sustainable practices. This research invites exploration, offering insights that shape the future of the consignment store industry and beyond. Understanding the motivational factors behind sCommerce adoption enables innovation, economic growth, and community development
