مقاله انگلیسی رایگان در مورد رفتار مصرف کننده در تجارت اجتماعی (الزویر)

The concept of social commerce emerged in 2005 amid the growing commercial use of social networking sites and many other social media websites [15]. It ushers a new form of electronic commerce (ecommerce) [97]. Unlike traditional e-commerce where consumers usually interact with online shopping sites separately, social commerce involves online communities that support user interactions and usergenerated content[55]. A recent survey points out that social commerce in the U.S. has already generated 5 billion dollars in sales, with 9 billion expected in 2014 and 15 billion in 2015 [71]. The significance of social commerce has made it the subject of various studies. For instance, prior research posits that online reviews in social media are an important source of information that assists consumers’ decision-making [1,32]. Liang et al. [65] showed that social support from online friends is critical in driving consumers to adopt social commerce. Edelman [22] advocated that social media enables consumers to engage with brands in profoundly new ways; hence, companies should shift marketing strategies from attracting consumers’ awareness (pre-purchase stage) to bonding with consumers after their purchases (post-purchase stage). To harness the power of social commerce, it is important to study the process and uniqueness of how consumers behave in this setting [38]. Although we are witnessing an increase in the literature on this emerging issue, current research is rather fragmented, which makes it difficult to derive meaningful and conclusive implications from it. To this end, the purpose of this study is to conduct an extensive review of the literature on consumer behavior in social commerce. We first address important aspects such as research contexts, theories, and methods in this area. We then draw upon the stimulus–organism–response model [69] and the five-stage consumer decision-making process [23] to develop an integrative framework for better understanding consumer behavior in the context of social commerce. We argue that this framework can provide a useful foundation for future social commerce research.