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Predicting banking customers' intention to accept social commerce: developing a cognitive map

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Listed:
  • Nasibeh Pouti
  • Mohammad Taghi Taghavifard
  • Mohammad Reza Taghva
  • Mohammad Fathian

Abstract

The phenomenon of social commerce as a technology-based innovation and the tendency of users to accept it has occupied about a decade of research. The purpose of this study is to provide a comprehensive model for social commerce intention. By systematically reviewing of literature and studying about 200 research works, 228 confirmed factors in social commerce adoption studies were identified. After two stages of screening the factors and identifying the more important factors, 24 factors were examined. Based on the opinions of experts in the fuzzy Delphi method finally, ten factors were identified. Then a fuzzy cognitive map algorithm was performed, and the strength of the relationship between the factors was recognised. Also, by reviewing the multiplicity of the relationships between factors in the research literature and using the fuzzy DEMATEL method, 23 relationships were determined in the final cognitive map for the ten identified factors.

Suggested Citation

  • Nasibeh Pouti & Mohammad Taghi Taghavifard & Mohammad Reza Taghva & Mohammad Fathian, 2026. "Predicting banking customers' intention to accept social commerce: developing a cognitive map," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 51(4), pages 535-565.
    • Handle: RePEc:ids:ijbisy:v:51:y:2026:i:4:p:535-565
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