Consumer Behavior in Social Commerce Adoption: Systematic Literature Review

Social commerce is a new trend in online shopping, which is different from e-commerce. Nowadays, social commerce is widely used because it complements the benefits of using traditional e-commerce with social interaction. Based on this condition, research on the adoption of social commerce has become the interest of new research increasingly being explored. Research on social commerce is novel and largely fragmented. It is theoretically important to evaluate what has been learned and gain meaningful insights through structured literature reviews. This study conducted a systematic literature review on the adoption of social commerce, analyzed based on the context, theories, and influencing factors. We identified 30 studies most relevant to the application of social commerce. The results of this systematic literature review have mapped the potential and direction of research related to the area of interest. Directions for further research will be discussed at the end of the paper.