Moving toward adoption of social commerce: exploring drivers and barriers using AHP approach

Autor:	Ghazale Taheri, Mona Jami Pour
Rok vydání:	2020
Předmět:	Survey methodology Knowledge management business.industry Order (business) Management of Technology and Innovation Key (cryptography) Analytic hierarchy process Social media Business and International Management business Viewpoints Social commerce
Zdroj:	International Journal of Business Innovation and Research. 23:453
ISSN:	1751-0260 1751-0252
DOI:	10.1504/ijbir.2020.111794
Popis:	While social commerce has quickly become an interesting area for both academics and practitioners, few studies have been done on the key drivers and barriers to its adoption in businesses. To fill this theoretical gap, this study tries to comprehensively explore the key drivers and barriers of social commerce that impede its successful implementation. To achieve the research objective, the related literature was comprehensively reviewed to extract the key drivers and barriers of social commerce adoption. Then, the main obtained categories were assessed via experts' viewpoints by the survey method. Finally, the evaluated drivers and barriers were prioritised using the AHP method. The key barriers and drivers were categorised into four main groups including internal drivers, external drivers, internal barriers and external barriers. Identifying key drivers and barriers comprehensively as well as their orders and weights are valuable for managers in order to formulate appropriate adoption strategy and guidelines.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6eff8e8410c49aee32f7ccac6f301db8 https://doi.org/10.1504/ijbir.2020.111794 Zobrazit plný text záznamu