Consumer Behavior in Social Commerce Adoption: Systematic Literature Review Shinta Amalia Kusuma Wardhani Departement of Information System Institut Teknologi Sepuluh Nopember (ITS) Surabaya, Indonesia Surabaya, Indonesia shinta.190521@mhs.its.ac.id Apol Pribadi Subriadi Departement of Information System Institut Teknologi Sepuluh Nopember (ITS) Surabaya, Indonesia Surabaya, Indonesia apolpribadi@gmail.com Abstract— 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. Keywords—Social Commerce; Social network site; Technology adoption; Consumer behavior; Literature review I. INTRODUCTION The term social commerce has developed and used throughout the world. Unlike e-commerce, social commerce defines formally e-commerce that involves social media and social networks [1]. While Ali, Mukhtar, & Mohamed [2] restrict social commerce as a subset of e-commerce, it supports social interactions and user content contributions. Then, Salma S. & Abed [3] revealed that social trading websites are places where individuals can collaborate online and receive advice from trusted people to find products and services. They want to buy through social networks, podcasts, chat rooms, blogs, tagging, ratings, and recommendation systems. Based on these various definitions, We can conclude that social commerce is a transformation from traditional e-commerce: buying and selling transactions and social interactions such as podcasts, chat rooms, blogs, and tagging helpful. the user's process for finding products and services. Several competitive advantages can be achieved by using social commerce. The increasingly growing use and practice of social commerce have resulted in an exponential increase in the research literature to understand the determinants of consumer's behavioral intention toward social commerce [4]. Several studies have been conducted; for example, Hawkins and Vel [5] identified an increase in social media adoption by the enterprise. Then, Social commerce is becoming increasingly relevant, with revenue estimated to continue to grow and reach $80 billion U.S dollars by the year 2020 [50]. On the other hand, Wang & Zhang [6] revealed that an understanding of the interactions between users, technology, and social factors is needed to develop social commerce opportunities to be successful. With a given high competitive advantage gained by social commerce, many recent studies have investigated factors influencing the adoption of social commerce. An investigation from Vongsraluang and Bhatiasevi [7] reveals that the use of the system and user satisfaction has a significant effect on social trading systems' success. Further, Ali et al. [2] stated technological, organizational, and trust factors that influence social commerce adoption. Besides, Alraja, Khan, Khashab, and Aldaas [8] identified Facebook advertising as a factor that significantly influences Facebook commerce adoption. Although research on this issue is well- known, it is still new and largely fragmented, so that it is important to evaluate comprehensive studies through structured literature reviews. This study provides a better understanding of how consumers adopt social commerce by conducting a systematic literature review of 30 scientific articles published between 2014-2020. We describe the research method and define the literature in section 2, then report the results in section 3. Finally, we conclude the results in section 4. II. THE REVIEW A. Design According to Durach, Kembro, and Wieland [9], there are six steps to compile a systematic literature review in management. Refer to the guidelines. This paper determines the research questions first, then chooses the characteristics of the primary study needed by craft inclusion and exclusion criteria of literature, then takes samples of potentially relevant literature and selects relevant literature. Moreover, this research synthesizes the literature by summarizing, integrating, or gathering different findings throughout the primary studies. B. The research question to provide an overview of the review: - RQ1: What is the research of the context used for social commerce adoption? - RQ2: What are the theories used for social commerce adoption? - RQ3: What are the factors that affect the adoption of social commerce? C. Retrieving and selecting pertinent literature Literature is selected from reputable databases in the field of computer science, such as ScienceDirect and Emerald. The search uses the keywords "social commerce", "Adopt / Adoption", "social media commerce", "social media". A total of 2642 were obtained from ScienceDirect, IEEE, Springer, 2020 3rd International Seminar on Research of Information Technology and Intelligent Systems (ISRITI) 978-1-7281-8406-7/20/$31.00 ©2020 IEEE 539 2020 3rd International Seminar on Research of Information Technology and Intelligent Systems (ISRITI) | 978-1-7281-8406-7/20/$31.00 ©2020 IEEE | DOI: 10.1109/ISRITI51436.2020.9315335 Authorized licensed use limited to: Institut Teknologi Sepuluh Nopember. Downloaded on February 12,2021 at 05:23:32 UTC from IEEE Xplore. Restrictions apply.