A systematic literature review on social commerce: Assessing the past and guiding the future

Abstract

The development of technology and social media offers the opportunity for social commerce to emerge with new phenomena in the market. Numerous studies were addressed to gain an understanding of social commerce, and many reviews have generated findings from existing literature on social commerce. However, since social commerce has grown rapidly in recent years, it is vital to incorporate new clues from current research in this field. This study provides a systematic review of social commerce and online consumer behavior. We used the literature search strategy method to explore new features of social commerce by collecting, reviewing, and synthesizing research published from 2017 to 2021. Throughout our paper, the Stimulus-Organism-Response (SOR) framework has been adopted to understand the factors influencing consumer behavior, how consumers perceive social commerce factors, as well as the responses and activities of social commerce. We provide the result with a clear view of social commerce and consumer behavior by identifying the stimulus, organism, and response of social commerce.