دانلود رایگان مقاله رفتار مصرف کننده در تجارت اجتماعی: بررسی ادبیات

abstract

The emergence of social commerce has brought substantial changes to both businesses and consumers. Hence, understanding consumer behavior in the context of social commerce has become critical for companies that aim to better influence consumers and harness the power of their social ties. Given that research on this issue is new and largely fragmented, it will be theoretically important to evaluate what has been studied and derive meaningful insights through a structured review of the literature. In this study, we conduct a systematic review of social commerce studies to explicate how consumers behave on social networking sites. We classify these studies, discuss noteworthy theories, and identify important research methods. More importantly, we draw upon the stimulus–organism–response model and the five-stage consumer decision-making process to propose an integrative framework for understanding consumer behavior in this context. We believe that this framework can provide a useful basis for future social commerce research.

6.3. Limitations

An important limitation of this study is that our findings are largely subject to the pool of journal articles that meet our selection criteria. For instance, we only consider social networking sites as representative of social commerce websites. We collect empirical studies without incorporating non-empirical ones. In addition, conference proceedings (e.g., some with a reputation of quality) are not included in our review. Thus, further literature review studies could enlarge the pool of articles and elicit more insights about consumer behavior in social commerce. Another limitation is that this study primarily focuses on consumers' behavior. It will also be interesting to include some aspects of companies in social commerce. In this case, future studies could achieve a more complete understanding regarding how social commerce brings substantial influences to both consumers and companies.