Electronic Commerce Adoption through Social Commerce: A Literature Review

Abstract

: This paper conducted a literature review on the adoption of e-commerce adoption through social commerce. The factors driving the adoption of social commerce is very important since it provides the needed background information for policymakers to help regulate the e-commerce and social commerce industry. Technology adoption theories were also reviewed. Some of the adoption theories or models used to explain the adoption of e-commerce and social commerce among users are Diffusion of Innovation (DOI), Technology Acceptance Model (TAM), Theory of Reason Action (TRA), Technology, Organizational, and Environment (TOE), Theory of Planned Behavior (TPB), Unified Theory of Acceptance and Use of Technology (UTAUT). These theories are vital in understanding the reasons accounting for the uptake of social commerce.