Determining Uncertainty Reduction Factors in Online Commerce with Social Commerce Mechanisms

Document Type : Original Article

Author
Nasibeh Pouti
Instructor, Department of Information Technology and Computer Engineering, Faculty of Engineering, Sayyed Jamaleddin Asadabadi University, Hamedan, Iran
10.22034/aimj.2025.481302.1605
Abstract
Social media has created new developments in online commerce by creating web 2 structures. The issue of uncertainty as one of the factors of reducing the willingness to use online commerce has always been an obstacle in the field of its acceptance and use. With the emergence of social commerce and the application of social constructs in e-commerce, the information gap and asymmetry between the trading parties was reduced. The purpose of this research is to identify social commerce factors and constructs that can be effective in reducing uncertainty in social commerce transactions. For this purpose, after a comprehensive review of research sources during the last two decades, 64 uncertainty reduction factors were identified. Then these factors were investigated in a case study of Digikala as an electronic store equipped with social media structures. In order to investigate the factors, the fuzzy Delphi method and the opinions of e-commerce and social commerce experts were used. The results were obtained for business in the field of selling two types of search and experience goods.

Keywords

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  • Receive Date 01 October 2024
  • Revise Date 11 April 2025
  • Accept Date 13 April 2025