Identifying and Ranking the Effective Factors on Successful Implementation of Social Commerce in Iran, Using AHP Fuzzy

Document Type: Research Paper


1 MSc. Student of Electronic Commerce, Faculty of Computer and Information Technology Engineering, Qazvin Islamic Azad University, Qazvin, Iran

2 Assistant IT Manager, Faculty of Social and Economics Sciences, Al-Zahra University, Tehran, Iran


Social commerce has been introduced as a new approach to increase sales, number of customers and reduce marketing expenditures. This approach is a combination of business, communication between people, as well as communicative and informative technologies based on web 2.0 Its achievement originated from different factors relied on business, individuals, culture, and technology. These factors have been primarily identified on the basis of library researches and classified into six infrastructural groups including:  technical, economical and human resources, cultural, rules governing the countries, style of management, and business. Then, it identified priority of the factors by using the fuzzy analytic hierarchy process (AHP). Innovation of this research was to extract a comprehensive list of factors and to prioritize them based on specific conditions in Iran.


Main Subjects

Afrasiabi Rad, A. & Benyoucef, M. (2011). A model for understanding social commerce. Journal of Information Systems Applied Research, 4(2): 63-73.

Anderson, M., Sims, J., Price, J. & Brusa, J. (2011). Turning “Like” to “Buy” social media emerges as a commerce channel. Booz & Company Inc. Available in:

Arabi, S.M. & Sarmad-Saeidei, S. (2008). Environmental barriers and appropriate model suitable use of e-commerce in Iran. Information Sciences Journal, 18(2): 11-24. (in Persian)

Baghae Ravary, GH. & Moghasemei, A. (2007). Providing a three-dimensional model of the challenges implementing e-commerce in Iran. Journal of Knowledge and Development, 19)1): 83-113. (in Persian)

Bheenick, K. J. & Brizmohan, R. (2003). The scope of information technology application in agriculture extension in Maurities. Retrieved from: http://

Carroll, B. (2008). Social shopping: a new twist on e-commerce. Furniture Today, 32(20): 81.

Curty, R. G. & Zhang, P. (2011). Social commerce: Looking back and forward. Proceedings of the American Society for Information Science and Technology, 48(1): 1-10.

Davis, F. D., Bagozzi, R. P. & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8): 982-1003.

Gefen, D. & Straub, D.W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence. Experiments in e-Products and e-Services. Omega, 32(6): 407-424.

Hajli, M. (2012). Social commerce adoption model. In Proceedings of the UK Academy of Information Systems Conference : Oxford University.

Huang, Z. & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4): 246-259.

Isaai, M. T., Kanani, A., Tootoonchi, M. & Afzali, H. R. (2011). Intelligent timetable evaluation using fuzzy AHP. Expert Systems with Applications, 38(4): 3718-3723.

Kelegai, L. K. & Middleton, M. R. (2002). Information technology education in Papua New Guinea: Cultural, economic and political influences. Journal of Information Technology Education, 1(1): 11-23.

Kim, C. (2004). E-tourism: an innovative approach for the small and medium-sized tourism enterprises (SMTEs) in Korea. Retrieved from: https://www.oecd. org/cfe/tourism/34268048.pdf.

Kim, D. (2013). Under what conditions will social commerce business models survive? Electronic Commerce Research and Applications, 12(2): 69-77.

Kim, Y. & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. In Proceedings of the ninth international conference on Electronic commerce, pp. 293-302. ACM. ISBN: 978-1-59593-700-1.

Kwon, O. & Wen, Y. (2010). An empirical study of the factors affecting social network service use. Computers in human behavior, 26(2): 254-263.

Layfield, K.D., Radhakrishna, R.B. & Scanlon, D.C. (2000). An Assessment of Pennsylvania Secondary Agriculture Teachers’ perceptions of and Use of the Internet. In Annual Publication of the Southern Agricultural Education Research Conference, p. 54-61.

Liang, T.P. & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International. Journal of Electronic Commerce, (2)16: 5-14.

Linda, S. L. A. I. (2010). Social commerce–e-commerce in social media context. World Academy of Science. Engineering and Technology, 4(12( 39-44.

Maru, A. & Ehrle, K. (2003, July5-6). Building a framework for ICT use in agricultural research and development: Is the north different from the south. In Proceedings of EFITA .Debrecen, Hungary.

Mook-oh, K., & Meadows, J. (2004). Use of communication technology in Southorean University. Journal of Information Science, 24(1): 33-38.

Morris, E. (2002). The uptake of information technology in Irish agriculture. ISITA  conference, Portales: Ireland. Retrieved from: paplizzy.htm.

Naimi, A., Pezeshke Rad, Gh., Chizari, M. & Hosseini, F. (2011). E-commerce development challenges in the agricultural part from the perspective of the Experts Ministry of Agriculture. Research agricultural extension and education, 4(4): 1-13 (in Persian)

Nazmi, E., Ghanbarepanah, GH., Rahimi, Z. & Sadeghane, SH. (2013). A comprehensive model for assessing organizational readiness in the adoption of enterprise resource planning system, Annual Conference of Computer Society of Iran, Shahed Beheshte University, 19(15). March 2013.
(in Persian)

Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8): 609-620.

Niknezhad, M. (2013). Social commerce. Tehran: Ame Publishing - ISBN 6 -28-6242-600-978. (in Persian)

Niknezhad, M., Jalali, A.A., Dastghibe fard, GH. & Akbarian, R. (2011). Design of an acceptable model for the development of social commerce. National Conference of Information Technology and Economic Jihad, Kazeron University, March 2011.

Parise, S. & Guinan, P.J. (2008). Marketing using Web 2.0. In R. Sprague (ed.), Proceedings of the 41st Hawaii International Conference on System Sciences, Waikoloa,Hawaii, HI,January 2008, Washington, DC: IEEE Computer Society Press.

Shardanand, U. & Maes, P. (1995). Social information filtering: algorithms for automating “word of mouth”. In Proceedings of the SIGCHI conference on Human factors in computing systems, pp. 210-217. ACM Press/Addison-Wesley Publishing Co.

Stephen, A. T. & Toubia, O. (2009). Explaining the power-law degree distribution in a social commerce network. Social Networks, 31(4): 262-270.

 Wang, C. & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(5): 1-23.

Xuelian, L. (2010). Fuzzy theory and AHP applied to urban rail transit operation performance. In Informatics in Control, Automation and Robotics (CAR), 2010 2nd International Asia Conference, 3, pp. 150-153. IEEE.

 Yang, C. C., Yang, H., Tang, X. & Jiang, L. (2012). Identifying implicit relationships between social media users to support social commerce. In Proceedings of the 14th Annual International Conference on Electronic Commerce, (pp. 41-47).

Yang, T. A., Kim, D. J. & Dhalwani, V. (2008). Social networking as a new trend in e-marketing. In Research and Practical Issues of Enterprise Information Systems II, (pp. 847-856). Springer US.

Zhou, L., Zhang, P., & Zimmermann, H. D. (2013). Social commerce research: An integrated view. Electronic commerce research and applications, 12(2): 61-68.