THE IMPACT OF TECHNOLOGY, ORGANIZATIONAL, AND TRUST FACTORS ON SOCIAL COMMERCE ADOPTION

摘要

The utilization of Web 2.0 applications in supporting peoples? online interactions where the users? contributions enable firms to lower cost, extend market reach and improve efficiency is termed social commerce. Businesses are able to set up an online community and provide a safe haven for consumers to share experiences, knowledge and data about their services and products. Yet, small and medium sized enterprises of developing countries are unable to quickly adopt social commerce. Thus, it is imperative to analyze the scenario and define the reasons that influence the implementation of social commerce. As such, via a thorough literature review, this study?s objective is to define the organizational, technological and trust factors that influence the adoption of social commerce (SC), and the way in which implementation of social commerce influences organization?s performance. There is also a suggestion of a conceptual framework following the strengths of three models: Unified Theory for Acceptance and Use Technology (UTAUT), Information Systems Success Model and Technology, Organization and Environment (TOE). Hopefully, the suggested framework may assist in deciding policies and actions that encourage adoption of social commerce.