THE DYNAMICS OF SOCIAL COMMERCE: A MULTI-THEMED ANALYSIS OF TECHNOLOGICAL, INDIVIDUAL, ORGANIZATIONAL, AND ENVIRONMENTAL FACTORS

Abstract Factors that affect the usage of S-commerce among enterprises are varied. A review of 32 articles was conducted to identify the main and sub-themes that affect the usage of S-commerce by Micro-Small and Medium Enterprises (MSMEs) in developing countries. Based on the review, most of the studies were conducted in Southeast Asia and, in particular, in Indonesia, and various sample sizes were used. The thematic analysis showed that there are five themes that are: technological factors (relative advantage, compatibility, security), organizational factors (top management support, organizational readiness, and cost), environmental factors (competitive pressure, consumer pressure, and government support), and individual factors (performance expectancy, effort expectancy, social influence, and IT awareness). The fifth theme was classified as other, and it includes trust, which has been used either as a mediator or a moderator. An empirical testing of the five themes collectively or separately can enrich the direction of future work.