Review of Theoretical Models and Limitations of Social Commerce Adoption Literature

Abstract : Social commerce is emerging as an important platform in e-commerce. It brings people to the comfort zone to buying and selling product that they cannot reach physically. The purpose of this research is to review the empirical research on social commerce published between 2012 to 2019. The paper mainly reviews the theories and models used in this area and limitations acknowledged by studies in social commerce area. The findings indicated that TAM, social support theory and S-O-R model are some of the most frequently used models. Also, use of biased sample, limited factors and cross-sectional studies are some of the most common limitations used across majority of studies.