Exploring E-commerce Dynamics in Jordanian Society
Qatawneh , Adel
Qatawneh , Adel
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2026-04-01
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Abstract
This research investigates the dynamics of e-commerce adoption in Jordanian society, with a focus on the impact of technological infrastructure, market size and growth, and market competition. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology, the study examines data collected from a sample of Jordanian e-commerce companies. The results reveal significant associations between the aforementioned factors and the adoption of e-commerce platforms. Specifically, robust technological infrastructure, favorable market conditions, and manageable competition are found to positively influence e-commerce adoption rates. These findings contribute to a deeper understanding of the complex dynamics shaping e-commerce uptake in Jordan and offer insights for policymakers and businesses seeking to promote digital commerce in similar contexts. However, further research is needed to explore additional factors and their implications for e-commerce adoption and economic development.
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Book title
Generative Artificial Intelligence-Driven Innovation: Strategies and Ethical Frameworks for Responsible AI.