A Study on Components of Social Commerce Mobile Application Business Model Using Text Clustering

Mobile applications (mobile apps) are expanding rapidly in the age of modern economics. At the same time, a new paradigm has been formed in the field of e-commerce called social commerce which depends significantly on the platform of mobile apps. The rapid development and growth of mobile computing, smartphones, and Web 2.0 technology have facilitated social commerce. This study seeks to find components related to the proposed business model of Osterwalder and Pigneur in mobile social commerce apps using text mining (k-means clustering algorithm) of previous studies. To collect the body of text mining, abstracts and keywords of 2913 articles on mobile app, social commerce and business model were collected from Scopus repository, and after conducting the pre-processing steps, these articles were clustered into seven clusters. Later by analyzing the articles of each cluster and identifying their subject, a mapping of these topics was created with six components of the Osterwalder business model. These six components included key activities, key resources, key partnerships, value propositions, channels, and customer relationships. Finally, suggestions are made for conducting research on the other three missing components of the business model, including customer segmentation, revenue streams, and cost structure.