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Social Commerce: Factors that stimulate sellers to engage in C2C commercial activity on social networking platforms

Bao, Ning LU and Volkovynska, Alla (2016) INFM10 20161
Department of Informatics
Abstract
Along with the increased popularity and wide usage of social networking platforms, such as
Facebook, social commerce is emerging as an important category of e-commerce. In this
study, we refined one type of C2C social commerce naming as C2C social commerce on social
networking platforms (C2CSNP). It refers to that online users conduct both online marketing
and selling activities of products/ services on social networking platforms. Taking into
account that this type is rapidly growing and could have chance to replace other types of social
commerce, it is essential to understand what stimulates users to engage in this type of
social commerce. So the main objective of this study is to identify factors that stimulate users
(sellers)... (More)
Along with the increased popularity and wide usage of social networking platforms, such as
Facebook, social commerce is emerging as an important category of e-commerce. In this
study, we refined one type of C2C social commerce naming as C2C social commerce on social
networking platforms (C2CSNP). It refers to that online users conduct both online marketing
and selling activities of products/ services on social networking platforms. Taking into
account that this type is rapidly growing and could have chance to replace other types of social
commerce, it is essential to understand what stimulates users to engage in this type of
social commerce. So the main objective of this study is to identify factors that stimulate users
(sellers) of social networking platforms to engage in social commerce on those platforms. To
achieve this goal, we generated an initial theoretical framework by reviewing and analysing
literature, which was related to social commerce. Based on this framework, ten semistructured
interviews were conducted to the users who had selling experiences on three popular
social networking platforms – Facebook, VKontakte and WeChat. Through the interpretation
and analysis of empirical findings, we enriched our research framework, which covers
three aspects – economic, social and technological aspects. Although the factors of economic
and technological aspects play an important role for some respondents, we still highlight the
significant role of social factors. The key social factors and their supporting factors, such as
social support (informational support and emotional support), reputation, opportunities, etc.,
could greatly contribute to the improvement and development of social commerce platforms.
This research supplements the existing research on social commerce, in terms of the type of
C2C social commerce on social networking platforms, as well as sheds light on the industry
of e-commerce. (Less)
Please use this url to cite or link to this publication:
author
Bao, Ning LU and Volkovynska, Alla
supervisor
organization
course
INFM10 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social Networking Platforms, Social Commerce, Customer to Customer Social Networking Platforms (C2CSNP), Facebook, VKontakte, WeChat, Key Factors.
report number
INF16-041
language
English
id
8878634
date added to LUP
2016-06-23 14:52:44
date last changed
2016-06-23 14:52:44
@misc{8878634,
  abstract     = {Along with the increased popularity and wide usage of social networking platforms, such as
Facebook, social commerce is emerging as an important category of e-commerce. In this
study, we refined one type of C2C social commerce naming as C2C social commerce on social
networking platforms (C2CSNP). It refers to that online users conduct both online marketing
and selling activities of products/ services on social networking platforms. Taking into
account that this type is rapidly growing and could have chance to replace other types of social
commerce, it is essential to understand what stimulates users to engage in this type of
social commerce. So the main objective of this study is to identify factors that stimulate users
(sellers) of social networking platforms to engage in social commerce on those platforms. To
achieve this goal, we generated an initial theoretical framework by reviewing and analysing
literature, which was related to social commerce. Based on this framework, ten semistructured
interviews were conducted to the users who had selling experiences on three popular
social networking platforms – Facebook, VKontakte and WeChat. Through the interpretation
and analysis of empirical findings, we enriched our research framework, which covers
three aspects – economic, social and technological aspects. Although the factors of economic
and technological aspects play an important role for some respondents, we still highlight the
significant role of social factors. The key social factors and their supporting factors, such as
social support (informational support and emotional support), reputation, opportunities, etc.,
could greatly contribute to the improvement and development of social commerce platforms.
This research supplements the existing research on social commerce, in terms of the type of
C2C social commerce on social networking platforms, as well as sheds light on the industry
of e-commerce.},
  author       = {Bao, Ning and Volkovynska, Alla},
  keyword      = {Social Networking Platforms,Social Commerce,Customer to Customer Social Networking Platforms (C2CSNP),Facebook,VKontakte,WeChat,Key Factors.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social Commerce: Factors that stimulate sellers to engage in C2C commercial activity on social networking platforms},
  year         = {2016},
}