Investigate of pull effective factors on social commerce adoption intention among Iranian users

The popularity of social media and the subsequent rapid growth of social commerce have revolutionized corporate strategies. In other words, companies have tried to steer their online commerce from a product-based approach based on e-commerce to a customer-oriented approach based on social commerce. Therefore, in this study, an attempt has been made to search for the pull factors that affect the customer's intention to use social commerce. In terms of purpose, the present study is among the applied research and in terms of the nature of a descriptive research is a survey type and library and field methods have been used to collect research data. The statistical population includes all compatriots who have purchased a product or service from the social commerce environment, specifically the social network Instagram, during the winter of 1399. The statistical sample includes 200 people who have been selected by the available method. The validity of the questionnaire was confirmed using the opinion of experts in this field and the reliability of the questionnaire was confirmed using Cronbach's alpha test. Data analysis suggests that tensile factors affecting the intention to use social commerce include variables such as ease of use, privacy, trust, cost savings, access to information, the possibility of social interaction, perceived value of customers, Celebrities and Ethic.