Designing a Framework to Implement Social Commerce from the Perspective of Organizational Change Capacity

Increasing growth of social commerce has led to an extended use of this new technology to become more successfully. That is because it’s providing a good opportunity for marketing and business transactions through web 0.2-based technologies. Despite its importance, necessary change management has not been considered in order to implement it; hence, the aim of this study is to design a change management framework to exploit social commerce with an emphasis on its organizational change capacity. The present research is operational in nature and regarding data collection procedure is considered as descriptive survey. Statistical population of the study includes experts in the fields of social commerce, social media and change management among whom 34 have been selected using judgmental sampling. After the dimensions and indicators were identified and verified using a Binomial test, Network Analysis (ANP) method was used for item prioritization. The proposed research framework is presented in the forms of five dimensions and twenty-four indicators. To name the dimensions in order of preference: technological conditions, competitive factors, resources conditions (financial/time), environmental support and organizational change conditions which have been considered as the main dimensions of the research framework. The respective indicators were listed based on their importance as well. This research is innovative in terms of the subject and extracting a thorough list of factors and priorities.