SOCIAL COMMERCE SUCCESS FACTORS : REVIEWS ON CUSTOMER-TO-CUSTOMER DIMENSION

Yıl 2022, Cilt: 2 Sayı: 2, 69 - 92, 31.12.2022

Nor Asiah Yaakub Khalil Md Nor Ahmad Jusoh

Öz

In line with the rapid progress of social commerce (s-commerce), studies along this line appear to be progressing. However, most studies seem to concentrate on certain areas of s-commerce, while omitting several other crucial aspects. Although the concept of performance has garnered much attention from researchers within the field of s-commerce, elements related to customer-to-customer (C2C) success have been largely disregarded. As s-commerce is in its maturity phase, more attention should be paid to this domain. A systematic literature review (SLR) was conducted to identify the gaps in s-commerce success factors within the context of C2C. We found that, studies on C2C s-commerce suceess factors are still not comprehensive and we believe some variables fromthe offline business context may be relevant to be included in the s-commerce success model. We propose a model for C2C s-commerce success is proposed in this study. This study will contribute to the literature of C2C and s-commerce disciplines.

Anahtar Kelimeler

s-commerce, customer-to-customer, entrepreneurs, performance, systematic literature review

Kaynakça

• Abdul-Kader, R., Mohamad, M. R., & Che-Ibrahim, A. A. (2009). Success factors for small rural entrepreneurs under the One-District-One-Industry programme in Malaysia. Contemporary Management Research, 5(2), 147–162.
• Abdullah, F., Hamali, J., Rahman Deen, A., Saban, G., & Zainoren Abg Abdurahman, A. (2009). Developing a framework of success of Bumiputera entrepreneurs. Journal of Enterprising Communities: People and Places in the Global Economy, 3(1), 8–24. https://doi.org/10.1108/17506200910943652
• Ainin, S., & Noorismawati, J. (2003). E-Commece Stimuli and Practie in Malaysia. 7th Pacific Asia Conference On Information Systems, (July), 552–566