Analysis Social Commerce Implementation Mental Modelling in Iran
Seid Hessam-aldin Hedayatzadeh
Journal of Information & Systems Management, Vol. 8, No. 2, 2018.
DOI: https://doi.org/10.6025/jism/2018/8/2/63-77
Link: http://www.dline.info/jism/fulltext/v8n2/jismv8n2_3.pdf
Abstract:
Social commerce is expanding world and it has been introduced as a new method to increase sales, reduce marketing costs and increase customers. This approach is a combination of trade, individualsâ€™ communications and webbased
information technologies and so, the success comes from various factors. In this study, we will investigate success factors
in implementing social commerce under the paradigm of pragmatism at the micro level. It was done by two methods: â€œinductive
and deductiveâ€ in the qualitative phase in addition the adoption of pragmatism strategy, in-depth semi-structured interviews
with experts and selected purposefully. In the qualitative part was to ensure validity and reliability by implementing the
requirements provided in the notion of trust in addition to exploratory factor analysis. The data from the interviews were analyzed using content analysis so that forty-seven components were identified in six categories (Technical infrastructure and equipment, financial, human resources, culture, countryâ€™s rules and regulations, and style of management and business) and accordingly, the questionnaire was designed for the sector of quantitative. Using structural equation modeling was found that all factors were associated with the implementation of social commerce at a confidence level of 55% so that â€œtechnical
infrastructure and equipmentâ€ and â€œstyle of management and businessâ€ are the highest and lowest impact on the mental model
of social commerce implementation according to the process of formation of social commerce.