Development of a social commerce scale: exploratory and confirmatory factor analysis using structural equation modelling

Purpose This paper aims to propose an instrument for measuring social commerce among entrepreneurs from the USA, Mexico and Colombia. Design/methodology/approach The methodological design was quantitative, explanatory, observational and transversal, where a sample of 1,644 entrepreneurs from the USA (n = 525), Mexico (n = 608) and Colombia (n = 510) was obtained. For the validation and reliability of the instruments, a structural equation model (SEM) was developed for the three studies carried out. Regarding the goodness and adjustment indices of the SEM in the three countries, they turned out to be acceptable. Findings Through the results obtained in the three studies carried out, it has been verified that the instrument of social commerce in its two factors: Marketing and Market Participation, has sufficient validity and statistical reliability. Likewise, it has been verified that both the manifest variables and the latent variables of the construct show a significant relationship between the three studies carried out in different populations. Research limitations/implications The findings obtained in the presented study contribute to entrepreneurs, leaders and managers of the business sector to improve the entrepreneurial project through marketing and market participation of the product and service, as well as the business unit that seeks to position itself in the market. Likewise, it helps entrepreneurs to understand analytically and systematically the constructs that social commerce is made up of, which will help entrepreneurial leaders reduce or control their risk when considering social commerce in their entrepreneurship, achieving the success of the entrepreneurial project through its positioning in the market considering marketing and market participation as main factors of social commerce. Originality/value The findings are relevant and of great value to the literature because at present there is not enough research that is focused on the variables analysed related to social commerce in the contexts of the USA, Mexico and Colombia. The relevance of the present scale in comparison to others proposed by the literature is that the proposed scale is focused on entrepreneurs who seek to be more successful through the positioning of their business unit, product or service in the market through the market participation. It is achieved through marketing strategies. Another contribution provided by the present study lies in the methodological robustness of the scale and its analysis, comparing it with studies in three leading entrepreneurship countries in Latin America, comparing the validity and reliability as well as the goodness of fit indices of the proposed model in each of the studies. They were significant and very similar, so the proposed scale is of great value and usefulness in the literature.