...Xu Chen; Yingliang Wu; Junfeng Liao; Wenming Zuo; Rujie Zhong Purpose The incentive cost of enterprises increases significantly with the rapid growth of the social commerce (SC) market. In this context, enterprises need to develop the optimal strategy to improve incentive effectiveness and reduce...

...Mona Jami Pour; Fateme Ebrahimi Delavar; Ghazale Taheri; Sanaz Kargaran Purpose Following the emergence of Web 2.0 technologies, social commerce has been viewed as an inseparable part of today’s business environment. Social commerce is a recent version of e-commerce, which has rapidly become a new...

...’ social commerce intention. Based on the 287 valid responses collected from a survey, structural equation modeling was used to examine the research model. The results indicated that social interaction, which includes human–computer interaction and human–human interaction, has a significant...