| Summary: | In today's digital era, social customer relationship management (social CRM) has become a vital tool for businesses seeking to strengthen customer relationships. Despite its advantages, the adoption of social CRM among small and medium-sized enterprises (SMEs) remains relatively low. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigated the factors influencing SMEs' intentions to adopt social CRM in China. Partial least squares structural equation modelling (PLS-SEM) was employed to test the conceptual framework and hypotheses. Based on a survey of 198 SMEs in Zhejiang, the findings reveal that performance expectancy, effort expectancy, and attitude are significant direct determinants of adoption intention. Additionally, the results highlight the central role of attitude in mediating the effects of performance expectancy and effort expectancy on SMEs' intention to adopt social CRM. These insights contribute to a deeper understanding of the factors shaping social CRM adoption in SMEs.
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