مرور نظام‌مند ابعاد پذیرش تجارت اجتماعی توسط مشتریان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه سید جمال الدین اسدآبادی، دانشگاه علامه طباطبایی

2 دانشیار، مهندسی صنایع، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 استاد، مدیریت سیستم‎ها، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

4 استاد، مهندسی صنایع، دانشکده مهندسی صنایع، دانشگاه علم و صنعت، تهران، ایران

10.22034/aimj.2021.134763

چکیده

حدود یک دهه از توجه به تجارت اجتماعی، به‎عنوان پارادایمی نوین در حوزه تجارت و کسب‌و‌کار می‎گذرد. نخستین تلاش برای کاربرد این پارادایم، بررسی فرایند پذیرش آن است. هدف اصلی این پژوهش، بررسی فرایند پذیرش تجارت اجتماعی از دیدگاه‎های مختلف و تحلیل شکاف تحقیقاتی است. دیدگاه‎های بررسی شده عبارت‎اند از: تمرکز بر مراحل پذیرش، تئوری‌های پایه‌ای ‌استفاده‎ شده، هم‌آفرینی ارزش، نوع و میزان مشارکت مشتری، توجه به فضای نوآوری، نوع رسانه ‌‌استفاده‎شده، تمرکز جغرافیایی مطالعات، نوع تراکنش‎های ‌کسب‌و‌کار، عوامل تأثیرگذار و تأثیرپذیر و نوع تأثیر آنها، حوزه‎های تمرکز موضوعی و کاربردی، انواع روش‎های اجرای پژوهش، ابزارهای تحلیل داده و تمرکز بر نمونه‌های آماری. بر این اساس، 203 مقاله که به‎صورت مستقیم یا غیرمستقیم بر پذیرش تجارت اجتماعی تأثیرگذار بودند، شناسایی و بررسی شدند. بازۀ زمانی برای انتخاب مقاله‎ها، از سال 2010 تا 2020 در نظر گرفته شد. مرور نظام‎مند، بر اساس خط‌مشی ای‎بی‎اس‎ای انجام گرفت. مقاله‎های نهایی، پس از جست‎وجو و غربال در 11 پایگاه علمی انتخاب و با دو رویکرد تحلیل کمّی و تحلیل شکاف، بررسی شدند. تحلیل کمّی نشان داد که تئوری‌های حوزه پذیرش و کاربرد تکنولوژی در پژوهش‎ها بیشترین تعداد بودند؛ از بین پلتفرم‎ها، شبکه‌های اجتماعی بیشترین کاربرد را داشتند و مهم‎ترین عامل تأثیر‌گذار بر پذیرش، عامل اعتماد بود. از نظر تفکیک جغرافیایی، قاره آسیا و بر اساس کشورها، چین و آمریکا بیشترین تعداد پژوهش‏ها را داشتند. بر اساس نتایج تحلیل شکاف در بخش کمّی پژوهش، تمرکز بر پذیرش تجارت اجتماعی در کسب‌و‌کارهای خدمات‎محور، به‌‎کارگیری روش‌های کیفی و ارائه مدل، تمرکز بر پلتفرم‌های تجارت الکترونیک و مجهز کردن آنها به سازه‌های تجارت اجتماعی و تمرکز بر تراکنش‎های ‌کسب‌و‌کار با ‌کسب‌و‌کار، خلأهای پژوهشی شناسایی شدند.

کلیدواژه‌ها

عنوان مقاله [English]

A Systematic Review of Social Commerce Adoption by Customers

نویسندگان [English]

  • Nasibeh Pouti 1
  • Mohammad Taghi Taghavifard 2
  • Mohammad Reza Taghva 3
  • Mohammad Fathian 4

1 Sayyed Jamaleddine Asadabadi University, Allameh Tabatabaei University

2 Associate Prof., Department of Industrial Engineering, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

3 Prof., Department of System Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

4 Prof., Department of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran

چکیده [English]

Social commerce as a new paradigm of commerce has been considered for about a decade. The first attempt to apply this paradigm is to examine its acceptance process. In this research, social commerce acceptance studies have been reviewed with primary and secondary search strategies. The main purpose of this research is to examine the acceptance process from different perspectives and to analyze the research gap that paves the way for future research in this field. Survey perspectives include focus on acceptance steps, basic theories used, focus on value creation, extent of customer engagement, focus on innovation, type of media used, geographical focus, type of business transactions concerned, their influential factors, thematic focus and applied focus area, research methods used, data analysis tools and statistical samples. Accordingly, 203 articles were reviewed with two approaches: quantitative analysis and gap analysis. Quantitative analysis of studies showed that acceptance technology as the highest theories, social networks as most platforms, trust as the most widely used factor, Asia as most continental geographical focus, China and the United States as the most geographical focus of the country. Based on the gap analysis, service-oriented businesses, qualitative methods and modeling, focusing on e-commerce platforms and equipping them with social commerce constructs, and focusing on business-to-business transactions were identified as research gaps.

کلیدواژه‌ها [English]

  • social commerce
  • Systematic review
  • Acceptance of Innovation
  • Gap Analysis
Abed, S., Dwivedi, Y., Williams, M. (2015). Social Media as a Bridge to E-commerce Adoption in SMEs: A Systematic Literature Review. The Marketing Review, 15(1), 39-57.
Aghakhani, N., Karimi, J. & Salehan, M. (2018). A Unified Model for the Adoption of Electronic Word of Mouth on Social Network Sites: Facebook as the Exemplar. International Journal of Electronic Commerce, 22(2), 202-231.
Al-Adwan, A.S., Kokash, H. (2019). The Driving Forces of Facebook Social Commerce. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 15-32.
Badilescu-Buga, E. (2013). Knowledge behavior and social adoption of innovation. Information Processing and Management, 49(3), 902–911.
Baker, J. (2011). The Technology–Organization–Environment Framework, Department of Management Information Systems, School of Business and Management, American University of Sharjah.
Baker, J. (2012). The technology-organization-environment framework, Information systems theory, Chapter 12, Springer publication.
Bano, M. and Zowghi, D. (2015). A systematic review of the relationship between user involvement and system success. Information and Software Technology, 58, 148-169.
Ben Yahia, I., Al-Neama, N. & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support, and the platform perceived usage. Retailing and Consumer Services, 41, 11–19.
Birkinshaw, J., Hamel, G. and Mol, M.J. (2008). Management innovation. Academy of Management Review, 33(4), 825-845.
Busalim, A. H., Ghabban, F., Che Hussin, A. R. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in Society, 64. doi.org/10.1016/j.techsoc.2020.101437.
Chen, C.H. (2011). The Rise of Co-Creative Consumers: User Experience Sharing Behavior in Online Communities, Ph.D. Thesis, Queensland University of Technology.
Cho, E., Son, J. (2019). The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles. 6. doi.org/10.1186/s40691-019-0171-7.
Chong, A.Y.L., Lacka, E., Li, B., Chan, H.K. (2018). The Role of Social Media in Enhancing Guanxi and Perceived Effectiveness of E-commerce Institutional Mechanisms in Online Marketplace. Information and Management, 55(5), 621-632.
Damanpour, F. (2014). Footnotes to research on management innovation. Organization Studies, 39(5), 1265-1285.
Ford, N. (2005). New cognitive directions. In A. Spink & C. Cole (Eds.), New directions in cognitive information retrieval (pp. 81–96). Dordrecht, The Netherlands: Springer.
Friedrich, T. (2015). Analyzing the Factors that Influence Consumers’ Adoption of Social Commerce – A Literature Review, Twenty-first Americas Conference on Information Systems, Puerto Rico, 2015.
Friedrich, T., Schlauderer, S., Overhage, S. (2019). The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study. Electronic Commerce Research and Applications, 36. https://doi.org/10.1016/j.elerap.2019.100861
Gottlieb, B. H., Bergen. A. E. (2010). Social support concepts and measures. Psychosomatic Research, 69(5), 511-520.
Hajli, M. (2013). A research framework for social commerce adoption, Information Management & Computer Security, 21(3), 144-154.
Hajli, N. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154.
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. Information Management, 35, 183–191.
Hajli, N., Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting & Social Change, 94, 350–358.
Han, H., Xu, H., and Chen, H. (2018). Social commerce: A systematic review and data synthesis, Electronic Commerce Research and Applications, 30, 38–50.
Hecker, A., Ganter, A. (2013). The influence of product market competition on technological and management innovation: Firm level evidence from a large scale survey. European Management Review, 10(1), 17-33.
Hefetz, A., Warner, M. (2004). Privatization and its reverse: Explaining the dynamics of the government contracting process. Journal of Public Administration Research and Theory, 14(2), 171-190.
Huang, Z., Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study, Technological Forecasting & Social Change, 95, 57-72.
Hung, D., & Nichani, M. (2002). Differentiating between communities of practices (CoPs) and quasi-communities: Can CoPs exist online. International Journal on e-learning, 1(3), 23–29.
Hussain, S., Li, Y., & Li, W. (2021). Influence of Platform Characteristics on Purchase Intention in Social Commerce: Mechanism of Psychological Contracts. Theoretical and Applied Electronic Commerce Research, 16, 1-17.
Hyuk, J.J. (2015). Understanding Korean College Students' Social Commerce Behavior through an Integrated Model of Technology Readiness, Technology Acceptance Model, and Theory of Planned Behavior, Journal of Digital Convergence, 13(7), 99-107.
Ketonen-Oksi, S., Jussila, J. J., Kärkkäinen, H. (2016). Social media-based value creation and business models. Industrial Management and Data Systems, 116(8), 1820-1838.
Lin, J., Luo, Z., Cheng, X., & Li, L. (2018). Understanding the interplay of social commerce affordances and swift guanxi: An empirical study, Information and Management, 56(2), 213-224.
Lu, B., Fan, W., Zhou, M. (2016) Social presence, trust, and social commerce purchase intention: An empirical research, Computers in Human Behavior, 56,225-237.
Mamonov, S. & Benbunan-Fich, R. (2017). Exploring factors aecting social e-commerce service adoption: The case of Facebook Gifts. International Journal of Information Management, 37(6), 590–600.
Masoodul, H., Zeeshan, I., Bakhtawar, Kh. (2018). The role of trust and social presence in social commerce purchase intention, Pakistan Journal of Commerce and Social Sciences (PJCSS). Johar Education Society, Pakistan, 12(1), 111-135.
Massatti, R.R., Sweeney, H.A., Panzano, P.C., Roth, D. (2008). The de-adoption of innovative mental health practices IMHP: Why organizations choose not to sustain an IMHP. Administration and Policy in Mental Health, 35(1-2), 50-65.
Ng, C.S.P. (2013). Intention to Purchase on Social Commerce Websites across Cultures: A Cross-regional Study. Information & Management, 5(2), 33-49.
Osatuyi, B., Qin, H. (2018). How vital is the role of affect on post-adoption behaviors? An examination of social commerce users. International Journal of Information Management, 40, 175–185.
Qureshi, N., Ikram, N., and Usman, M. (2011). Empirical evidence in software architecture: a systematic literature review protocol, The Sixth International Conference on Software Engineering Advances, 534-548.
Riaz, M.U., Guang, L.X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2020). Consumers’ purchase intention and decision-making process through social networking sites: a social commerce construct. Behaviour & Information Technology, 40(1), 99-115.
Rogers, E. M. (2003). Diffusion of Innovations. New York, NY: The Free Press.
Sashi, C.M. (2012). Customer engagement, buyer-seller relationships and social media. Management Decision, 50, 253-272.
Sharma, S., Crossler, R.E. (2014). Disclosing too much? Situational factors affecting information disclosure in social commerce environment. Electronic Commerce Research and Applications, 4(2), 23-35.
Sun, Y., Liu, L., Peng, X., Dong, Y., Barnes, S.J. (2013). Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model. Electronic Markets, 24, 57–66.
Tanbeer, S. K., Leung, C.K., Cameron, J.J. (2014). Interactive Mining of Strong Friends From Social Networks and Its Applications in E-Commerce. Organizational Computing and Electronic Commerce, 24, 157–173.
Volberda, H. W., Van Den Bosch, F., Mihalache, O.R. (2014). Advancing management innovation: Synthesizing processes, levels of analysis, and change agents. Organization Studies, 35(9), 1245- 1264.
Vuori, V. (2011). Social media changing the competitive intelligence process: Elicitation of employees' competitive knowledge. PhD Thesis, Department of Business Information Management and Logistics, Tampere University of Technology, Tampere, Finland.
Vuori, V., Jussila, J. (2016). The 5C categorization of social media tools, 20th International Academic Mindtrek Conference, October 2016, 26-33.
Wang, H., Fang, H., Tang, Q. (2019). Exploring the Role of Technical Features in Promoting the Intention to Continue Sharing Contents in Social Commerce Platform. Journal of Service Science and Management, 12, 214-233.
Wang, Y., Hajli, N. (2014). Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality, and Privacy Concerns, Twentieth Americas Conference on Information Systems, Savannah.
Wu, Y.L., Li, E.Y. (2018). The marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74-104.
Yang, H. (2013). Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude, eWOM Motive and Behavior. Journal of Asia-Pacific Business, 14(2), 154-178.
Young, A.J. (2016). Facebook, Twitter and Blogs: The Adoption and Utilization of Social Media in Nonprofit Human Service Organizations. Journal of Management, Leadership and Governance, 4(1), 1-42.
Zaki, A. and Shoheib, A. (2019). Factors Influencing Consumer Intention to Buy through Social Commerce in Qatar. Master of Business Administration, Qatar University.
Zhang, H., Lu, Y., Gupta, S., Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 4(2), 123-138.
Zhang, K. Z.K., Benyoucef, M. (2014). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting & Social Change, 2(2), 33-49.
Zhang, K. Z.K., Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review, Decision Support Systems Journal, 86, 95-108.
Zhang, K.Z.K., Benyoucef, M., Zhao, S.J. (2015). Building brand loyalty in social commerce: The case of brand microblogs, Electronic Commerce Research and Applications, 4(3), 135-151.
دوره 7، شماره 1 - شماره پیاپی 12
بهار و تابستان 1400
صفحه 1-34
  • تاریخ دریافت: 30 دی 1399
  • تاریخ بازنگری: 19 اردیبهشت 1400
  • تاریخ پذیرش: 01 مرداد 1400