Moving toward adoption of social commerce: exploring drivers and barriers using AHP approach

While social commerce has quickly become an interesting area for both academics and practitioners, few studies have been done on the key drivers and barriers to its adoption in businesses. To fill this theoretical gap, this study tries to comprehensively explore the key drivers and barriers of social commerce that impede its successful implementation. To achieve the research objective, the related literature was comprehensively reviewed to extract the key drivers and barriers of social commerce adoption. Then, the main obtained categories were assessed via experts' viewpoints by the survey method. Finally, the evaluated drivers and barriers were prioritised using the AHP method. The key barriers and drivers were categorised into four main groups including internal drivers, external drivers, internal barriers and external barriers. Identifying key drivers and barriers comprehensively as well as their orders and weights are valuable for managers in order to formulate appropriate adoption strategy and guidelines.